LAN guest lectures at UCP Porto
Prof. Alexandre Lobo, Head of the Laboratory of Applied Neurosciences delivered two guest lectures to the students of the International Marketing module of the Master in Marketing from Católica Porto Business School (CPBS).
On May 4th, 2023, Professor Alexandre Lobo, Head of the Laboratory of Applied Neurosciences (LAN), was invited by Professor Susana Costa e Silva to deliver two guest lectures to the students of the International Marketing module of the Master in Marketing from Católica Porto Business School (CPBS), of Universidade Católica Portuguesa, Porto, Portugal.
The lectures are the kick-off of a broad research cooperation effort established between the LAN of the Faculty of Business and Law (FBL/USJ), and the Service Lab (S.LAB/UCP).
Professor Lobo presented concepts, challenges, and trends related to the area of Neuromarketing and included a hands-on demonstration of physiological monitoring tools, such as the EEG (Electroencephalogram), Eye Tracking and analysis of Facial Expressions to determine emotions. The two groups were very engaged and keen to understand the potential of Neuromarketing to support the industry.
During the lectures, the “e-Sensing” system was presented as a neuromarketing tool for the first time. This is an integrated monitoring and data analytics tool developed by the LAN Data Analytics Research Team with multiple statistical and machine learning modules.
The LAN Research Team is currently conducting ten research projects in multiple areas including marketing, finance, decision-making, and stress, among others, and some are already in cooperation with Prof Susana Costa e Silva. New publications in high-impact journals and conferences are expected during this year.