RHUMBO proposes using measures of subconscious brain processes through the use of mixed reality technologies (MRT) and advanced biometric signals processing as a new paradigm to improve the knowledge that implicit brain processes have in human decision-making .
RHUMBO will produce a set of tools and models to predict human decision-making in business environments.
RHUMBO aims to create an innovative multinational, multi-sectorial, and multidisciplinary excellence doctoral training network programme to produce 11 ESRs in cognitive neuroscience, transparently immersive experiences and artificial intelligence with a focus on neuro-business. Specific application in consumer behaviour has been selected to test the novel models and measurements developed by the project.
- Scientific: The main scientific goal of RHUMBO is to use mixed reality technologies (MRT) together with different biometric signals, supported by artificial intelligence processing techniques to examine consumer behavioural patterns during dynamic, complex and realistic situations for a deeper understanding of internal human psychological states.
- Training: to provide a high-level personalised multidisciplinary training program both in technical including enrolment in a PhD. and transferable skills (such as entrepreneurship, project management, ethical issues, IPR, open access) with the long term aim to produce scientific leadership – foundation for ERC starting grants and/or industry leadership – Industry Fellow.
- Dissemination and outreach: disseminate the neuroscience-based business methods and tools developed by the project to a wide spectrum of stakeholders ranging from the scientific community to corporate users; create awareness in the general public about neuroscience and the fundamental role that it has in our daily decisions; to encourage neuroscience vocational careers among young students, with special emphasis on women.
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