HCD MindSet had an insightful conversation with Pedro Almedia Ph.D. to discuss how the world of "neuromarketing" needs to be cautious about both the words that are thrown around and the claims that are made. Pedro, Kathryn, and Michelle break down major issues within the industry (including the misunderstanding between biometrics vs psychophysiology) and provide some potential solutions for how to stay valid and reliable when doing research in this space.    

#neuromarketing #terminology #biometrics #psychophysiology 

Meet our guest! 

Pedro Almedia is the CEO of MindProber. He holds a Ph.D. in Psychology, in the field of Cognitive and Affective Neuroscience. He was Resident Researcher in the Neuropsychophysiology (Psychology Department) from 2007 to 2012 and a Professor of Biosocial Criminology (Law Department) from 2012 to 2022 at the University of Porto. His research expertise includes the cognitive electrophysiology of emotional processing, neurobiology of criminal behavior and psychopathy, and applied psychophysiology. Throughout his career, he combined his academic profile with consultancy roles in market research, which resulted in the founding of MindProber in 2016.  

Extra Information: 

MindProber: https://mindproberlabs.com/ 

Pedro's LinkedIn: https://www.linkedin.com/in/pedro-almeida-mprober/ 

ICO Statement: https://ico.org.uk/about-the-ico/media-centre/news-and-blogs/2022/10/immature-biometric-technologies-could-be-discriminating-against-people-says-ico-in-warning-to-organisations/

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