The Neuro Lab for Business and Society is a research laboratory within the Department of Management (DipSA) at the university of Bergamo. It investigates the perceptual, attentional, emotional, cognitive and behavioural processes that influence decision-making in both organisational and social contexts. 

The lab promotes research in the following key areas: 

• Consumer neuroscience and neuromarketing; 
• Neuroeconomics and financial behaviour; 
• Neuroscience applied to entrepreneurship and management. 

The Neuro Lab adopts an interdisciplinary approach, combining neuroscientific techniques such as eye-tracking and facial expression analysis with qualitative and quantitative methods like interviews, surveys and data modelling. It studies how cognitive processes affect the behaviour of individuals including: 

• entrepreneurs and business leaders; 
• consumers and citizens; 
• investors, auditors and policy makers. 

Equipment and data capabilities 

The lab is equipped with advanced neuroscientific tools that enable real-time and synchronised measurement of participants’ responses in controlled and remote settings: 

• Tobii Pro Spectrum. A screen-based eye-tracking device (300 Hz sampling rate, 0.3° accuracy, 0.6° precision), offering both qualitative (heatmaps, scanpaths, emotional overlays) and quantitative (fixations, saccades, pupillometry, blinking) metrics. 
• Affdex. A facial expression analysis system capable of identifying seven basic emotions, four complex emotional states and two cognitive conditions, such as engagement, valence, attention and blinking. 
• Remote data collection. Enables researchers to conduct experiments and gather neuroscientific data from participants outside the lab using any internet-connected computer. 
• iMotions. A leading behavioural research platform that integrates and synchronises multiple time-series data streams, supporting experimental design, data analysis and reporting. 

This setup allows researchers to conduct high-quality studies on visual behaviour, emotional and cognitive responses, and attention, in both applied and academic contexts. 

Collaboration and contact 

The lab collaborates with companies, public institutions, and non-profit organisations, offering research services and project development in fields such as marketing, finance, organisational behaviour and innovation. 

It is also actively involved in academic training, supporting theses, workshops, and scientific dissemination activities.