Ver o conteúdo principal

NOVA Marketing Analytics Lab

MARKETING ANALYTICS
"Research that matters"

The NOVA Marketing Analytics Lab is dedicated to studying behavioral sciences and the interaction between consumers and technology, with the goal of transforming data into innovative and effective strategies.

With a multidisciplinary team, the lab integrates psychological, social, and technological factors to understand consumer behavior. Using advanced data analysis techniques and tools like neuromarketing – including eye-tracking and facial expression analysis – the lab delivers evidence-based solutions for businesses, organizations, and public policies.

Mission

At the NOVA Marketing Analytics Lab, we blend data, technology, and behavioral science to uncover how decisions are made. Our mission is to deliver actionable insights that empower businesses, communities, and policymakers to develop smarter and more inclusive solutions.

Areas

  • Consumer Behavior
  • Artificial Intelligence and Data Science
  • Consumer Tech
  • Marketing Analytics
  • Neuromarketing
  • Health and Well-being

Skillset

  • Behavioral Sciences: Investigating habits and behaviors influenced by psychology, health, and marketing to understand the psychological factors driving decision-making.
  • Neuromarketing Tools: Using eye-tracking, facial expression analysis, biometric sensors, and EEG to evaluate attention, emotional engagement, and cognitive responses to marketing content and stimuli.
  • Artificial Intelligence and Marketing Analytics: Analyzing large datasets to find patterns and insights, including emotions and opinions from social media, surveys, and experiments.

Projects

  • Smart Health
    This project is developing Portugal's first validated algorithm to enhance health literacy. In partnership with the Directorate-General of Health (DGS), it uses artificial intelligence and machine learning to improve interactions on digital health platforms and drive greater citizen engagement.

    Clients/Partners: DGS | Direção-Geral da Saúde
  • Artificial intelligence to address over-indebtedness and poverty
    This project leverages data science and behavioral insights to uncover the causes of over-indebtedness and develop actionable strategies to identify and prevent financial risks. It proposes solutions to alleviate negative outcomes through financial education and supportive policies.

    Clients/Partners: FCT | Direção-Geral do Consumidor | DECO | LAICOS | Dr. Finanças

  • Food waste and consumer biases
    This research explores how aesthetic biases shape perceptions of imperfect food and impact purchase decisions. It demonstrates that encouraging abstract thinking can help overcome these biases, fostering greater acceptance of imperfect produce and reducing food waste.

    Clients/Partners: Fruta Feia

Clients & Partners

  • Logo DGS 800X600
  • Ferrero Logo 800X600
  • Disney Logo 800X600
  • Dr.Finanças Logo 800X600
  • Laicos Logo 800X600 (1)
  • Deco Logo 800X600
  • DGC Logo 800X600
  • Elcorteingles Logo 800X600
  • Frutafeia Logo 800X600
  • Vila Galé Logo 800X600

Team

Photo Gallery

  • IMG 9351
  • IMG 9325
  • IMG 9319
  • IMG 9398
  • IMG 6357
  • IMG 6364
  • IMG 6367
  • IMG 9247
  • IMG 9257
  • IMG 9429
  • IMG 9460
  • IMG 9273