- Research areas
Modelling and pRedicting Human decision-making Using Measures of subconscious Brain processes through mixed reality interfaces and biOmetric signals
i3B (Valencia, Spain)
Grant agreement number
Università Di Pisa
Universitat De València
G.TEC Medical Engineering GmgH
Artinis Medical Systems BV
Stichting Katholieke Universiteit
Johannes-Kepler University Linz
RHUMBO proposes using measures of subconscious brain processes through the use of mixed reality technologies (MRT) and advanced biometric signals processing as a new paradigm to improve the knowledge that implicit brain processes have in human decision-making .
Technology is changing the context and practice of businesses: companies are increasingly forced to operate in a changing world where they do not have any more the full control of the media and the message. Consumer behaviour is also changing: it is losing trust and becomes much more critical, smart, well informed and proactive than ever before. While technological advances have already reshaped most businesses, many companies are still making strategic decisions relying upon questionnaires, focus groups, card swipes, or GPS tracking.
RHUMBO will produce a set of tools and models to predict human decision-making in business environments.
RHUMBO aims to create an innovative multinational, multi-sectorial, and multidisciplinary excellence doctoral training network programme to produce 11 ESRs in cognitive neuroscience, transparently immersive experiences and artificial intelligence with a focus on neuro-business. Specific application in consumer behaviour has been selected to test the novel models and measurements developed by the project.