NOVA Marketing Analytics Lab

"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, effective, and sustainable strategies.

With a multidisciplinary team, the lab integrates psychological, social, and technological factors to understand consumer behavior in diverse contexts. 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.

These approaches address complex challenges across various domains, from optimizing marketing strategies to promoting more sustainable and ethical behaviors, and helping organizations adapt to new market demands.

The NOVA Marketing Analytics Lab is committed to producing relevant, actionable knowledge, empowering stakeholders to make more informed, effective, and future-focused decisions.

Presentation

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, more inclusive, and sustainable 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