Understanding the hidden factors behind human decisions with Aroa Costa Feito
In a recent edition of In the Lab With..., Dr.Aroa Costa Feito from the University of León discussed the growing role of neurotechnology in the study of human behavior. Rather than replacing interviews, surveys, or focus groups, tools such as EEG, eye tracking, and galvanic skin response provide complementary information about attention, emotion, and cognitive processing.
According to Costa Feito, integrating multiple sources of information offers a more complete understanding of how people respond to products, services, and experiences than relying on a single measurement alone.
The interview also highlighted the increasing use of physiological monitoring outside controlled laboratory environments. Costa Feito described projects conducted in real travel settings, where researchers collected neural and behavioral data during participants' interactions with natural and cultural spaces.
These initiatives illustrate how portable technologies and multimodal approaches are enabling the study of cognition, emotion, and memory under more natural conditions. The conversation also explored the role of artificial intelligence in managing complex datasets, while emphasizing the continuing importance of scientific expertise in experimental design and interpretation.
Discover more about Aroa’s work here.
