Unipi Team Leader: dott. Gaetano Valenza, Centro Piaggio
Recent breakthroughs in neuroeconomics are helping to understand how the human decision-making process takes place. Although latest advances have revealed that most of the brain processes that regulate our emotions, attitudes and decisions are beyond our consciousness (implicit processes), many companies are still making strategic decisions relying upon explicit measures such as questionnaires and focus groups. However, the consumer neuroscience market is rapidly growing and demands new knowledge, new skills and new approaches to adapt to the technological evolution of the sector but also for comprehending and communicating with consumers. These requests only find a partial match in existing doctoral programmes.
RHUMBO addresses this challenge by delivering an innovative multinational, multi-sectorial, and multidisciplinary research and training programme in cognitive neuroscience, transparently immersive experiences and artificial intelligence with a focus on neuro-business.
From the research point of view, RHUMBO will produce tools and models to predict human decision-making in business environments. RHUMBO will use mixed reality technologies (MRT) together with different biometric signals (fMRI, fNIRS, eye tracking, EEG, etc.), supported by artificial intelligence processing techniques, to examine consumer behavioural patterns during dynamic, complex and realistic situations for a deeper understanding of internal consumer psychological states.
With this purpose, RHUMBO’s partnership aggregates relevant scientific staff from the academic and corporate worlds which will be involved in a high-level personalised training programme that will guarantee ESRs and future PhD students outstanding Career Opportunities in the consumer behaviour sector and beyond. RHUMBO will disseminate results to a wide spectrum of stakeholders, create awareness in the general public about neuroscience and encourage neuroscience vocational careers among young students.
Coordinator
UNIVERSITAT POLITECNICA DE VALENCIA Spain
Participants
- AALBORG UNIVERSITET Denmark
- UNIVERSITAETSKLINIKUM BONN Germany
- UNIVERSITA DI PISA Italy
- UNIVERSITAT DE VALENCIA Spain
- ARTINIS MEDICAL SYSTEMS BVNetherlands
- G.TEC MEDICAL ENGINEERING GMBHAustria
- NEURONS INC APS Denmark
Partner organisations
- UNIVERSITAT LINZ Austria
- STICHTING KATHOLIEKE UNIVERSITEIT Netherlands
Start date 01/11/2018
End date 31/10/2022
Duration 48 months
Project cost 2.904.278,40 €
Project funding 2.904.278,40 €
Unipi quota 522.999, 36 €
Call title H2020-MSCA-ITN-2018
Unipi role Participant