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Science

We see how the brain turns information into decisions.

Most work on decisions relies on what people say about themselves. We also measure what happens in the brain, the eyes and the body — in real time.

Four signals. One picture.

01

Behaviour

Decision tasks under controlled time and information pressure. We look at accuracy, speed, information search and strategy.

02

Neuroscience (EEG)

Electrical brain activity recorded during the tasks. We examine measures associated with attention and cognitive load, interpreted alongside behaviour, never on their own.

03

Eye-tracking

Where attention goes and how people search for information as demands rise.

04

Physiology

Heart rate, heart rate variability and electrodermal activity, which reflect activation under demand recovery afterwards.

No single signal tells the whole story

No single signal tells the whole story. We look for patterns that converge across layers, because a pattern seen in several signals is more informative than any one number.

What the research shows

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One method, three applications

The same measurement logic applies wherever people decide. With leaders and teams we focus on pressure, risk, uncertainty and information load. With brands, on attention and emotional response to products, packaging, advertising and digital experiences. In sport, on perception, anticipation and decisions under fatigue.

What this is not

It is not a clinical diagnosis, a personality test or a medical assessment. It does not read minds or detect truthfulness. It describes how performance changes under the demands we test.

Protocol status

Our standardised protocol is built on published research in neuroscience, cognitive load and  a pilot phase and is being refined with early participants. It is grounded in published research in neuroscience, cognitive load and stress physiology.

Your data

Participants give informed consent. Data are used only for assessment, stored securely and handled in line with GDPR and, where applicable, Swiss data protection law.

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