A concept that integrates the disciplines of Neuroscience and Tourism. Neuroscience, marketing and computing tools, such as Electroencephalography (EEG), Analysis of Physiological Responses, Virtual and Augmented Reality, Eye Tracking, among others, allow us to measure the emotions, decision making process and behaviour of tourists. The results achieved enable us to know the cognitive and emotional responses in real time, obtaining knowledge of what goes on inside an individual’s mind and body when they experience tourism products and services.

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