Its equipment is in line with the updated plan for the development of scientific research. Current industry trends related to the application of electroencephalography (EEG) and eye tracking systems in the automotive industry, neuromarketing, the production of adaptive products combined with virtual and augmented reality, and the so-called brain-computer interfaces are also explored and taken into account. In the field of neuromarketing, such equipment can be used to study the sensory-motor, cognitive and emotional reactions of consumers subjected to marketing stimuli such as the name, logo and other attributes of the brand, combinations of colours, sound signals, symbols, etc. EEG finds application in the development of autonomous cars to investigate scenarios such as tired driving, emotional driving and distracted driving.

The EEG study is performed with electrodes placed on the head, which register the bioelectric activity of the brain cells and the function of the cerebral cortex.

Eye tracking systems are used in industry to monitor the eye movements of workers in order to identify problems with their work environment and take appropriate measures in the presence of problematic situations. For example, in production lines, they can be used to monitor whether operators are performing their tasks correctly and whether they are working in accordance with prescribed safety procedures. Eye tracking systems can also be used in product design and marketing to determine how users interact with certain products or advertising materials. Collected data can be used to improve product design and the effectiveness of marketing campaigns.

In general, the equipment is applicable in any industrial field where critical situations affecting human life have to be tested. In addition, the equipment will enable the collection of data and the preparation of data sets that can be used by other research groups. It will also support scientific research in the “Digital Health” application area of the Institute, where by studying the bioelectrical activity of the brain, the problem areas of the central nervous system are very precisely detected.

The lab will support the creation of a digital twin of the city and patients, with the potential to study human behaviour and reactions to fake news.