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.

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
Sustainability and Ethics

Skillset

Behavioral Sciences: Investigating habits and behaviors influenced by psychology, health, and marketing to understand the psychological factors driving decision-making.
Eye-Tracking: Tracking eye movements to analyze consumer attention and interaction with visual stimuli.
FaceReader: Analyzing facial expressions in real-time or post-event to evaluate consumers' emotional responses.
Biometrics: Using sensors to capture physiological reactions, such as heart rate, to gain insights into emotional engagement.
EEG (Electroencephalography): Measuring brain activity to explore emotional and cognitive responses to various content.
Artificial Intelligence: Partnering with NOVA IMS labs to study and implement AI solutions aimed at optimizing processes and enhancing consumer experiences.
Analytics: Processing and analyzing large datasets to uncover patterns and insights, including the analysis of emotions and opinions from social media, as well as data from 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. The goal is to encourage sustainable consumption and financial resilience.

👉 Learn more here.

Clients/Partners: FCT | Direção-Geral do Consumidor
Over-indebtedness and its impact on well-being
By examining the economic, social, and psychological effects of over-indebtedness, this project seeks to understand its impact on well-being. It proposes solutions to alleviate negative outcomes through financial education and supportive policies.

👉 Learn more here.

Clients/Partners: FCT | DECO
Customer retention and cancellation patterns
This study reveals that closer relationships with service providers can lead to higher cancellation rates, driven by a reduced sense of moral obligation. By analyzing real-world data and conducting experimental studies, it offers businesses tools to fine-tune customer relationship strategies.
👉 Learn more here.

Clients/Partners: Vila Galé
Tackling food waste
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.

👉 Learn more here.

Clients/Partners: Fruta Feia

Clients & Partners

Objectives

Understanding human behavior
Exploring how people make decisions and interact with technology by analyzing the psychological, social, and technological factors that shape consumption patterns and behaviors.
Turning data into actionable insights
Leveraging advanced data science techniques, behavioral analytics, and neuromarketing tools—such as eye-tracking and facial analysis—to generate applicable knowledge.
Supporting businesses and communities
Empowering public and private organizations to make more informed and sustainable decisions by optimizing their marketing and communication strategies.
Advancing sustainable and inclusive solutions
Developing projects that address social and environmental challenges, including public health, sustainability, and well-being, while contributing to the achievement of the Sustainable Development Goals (SDGs).
Driving innovation and social impact
Creating innovative solutions that combine data science with behavioral sciences to deliver measurable, positive societal impact.