Modelling and pRedicting Human decision-making Using Measures of subconscious Brain processes through mixed reality interfaces and biOmetric signals
i3B (Valencia, Spain)
Organizational NeuroScience
Grant Number
Aalborg University
Università Di Pisa
Universitäts Klinikumbonn
Universitat De València
G.TEC Medical Engineering GmgH
Artinis Medical Systems BV
Neurons Inc
Stichting Katholieke Universiteit
Johannes-Kepler University Linz

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 .

Technology is changing the context and practice of businesses: companies are increasingly forced to operate in a changing world where they do not have any more the full control of the media and the message. Consumer behaviour is also changing: it is losing trust and becomes much more critical, smart, well informed and proactive than ever before. While technological advances have already reshaped most businesses, many companies are still making strategic decisions relying upon questionnaires, focus groups, card swipes, or GPS tracking.

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.