Sapience (former iCense)

Reveal the science of human decisions
We research complex, strategic questions that go beyond business-as-usual.

Sapience, a spin-off of the VUB, develops behavioral design and market research programs using state-of the art research methods and insights in psychology, neuroscience, and behavioral economics. 

Knowing what citizens and consumers really think of new measures, products or advertising is crucial for governments and businesses. But it is often difficult to find out. Sapience offers neuro-research services that measure implicit emotional reactions and thus help to better understand and predict behaviour. In addition, it can provide companies and governments with advice and courses on neuroscience and marketing. 

When people come into contact with information or products, it triggers a series of reactions in their bodies that they are often unaware of, such as changes in their heartbeat or eye movements. Thanks to powerful algorithms developed within VUB and high-tech applications such as eye-tracking devices and sensors that measure emotions and engagement, these bio-signals can be mapped. This gives a deeper insight into the emotional reactions of consumers that ultimately determine their behaviour.