The BRAINS Lab
About us
The 'Behavioural Research Analytics In Neurotechnological Systems' (BRAINS) Lab, is a nationally leading research and innovation facility that pioneers the convergence of behavioural sciences, user experience research and next-generation technologies.
Through cutting-edge research and partnerships, The BRAINS Lab aims to define an ethical, inclusive and sustainable digital future and enhance our collective capacity and capability to mitigate harms and tackle major societal challenges.
Research expertise
Behavioural Science and Decision Making
- Heuristics, biases and choice architecture in real-world contexts
- Applied experimental psychology and behavioural decision-making
- Design for Human Behaviour
Behavioural analytics for inclusive, accessible and co-design
- Emotional and persuasive design solutions
- Neuroaesthetics
Neural bases of aesthetic experience and arts-based wellbeing
- Emotional design for behaviour change
- AI and Society
Automation, transformation and organisation
- Data ethics, policy and law for AI
- AI-human interaction and collaborative intelligence
Innovative Research Methods & Tools
We deliver unique leading-edge mixed methods research that integrates behavioural sciences and user experience augmented with psycho-physiological data from a range of biosensors.
Biosensors can provide objective measurements of psycho-physiological parameters such as heart rate, skin conductance, EEG (electroencephalogram), and eye movement.
These metrics offer insights into pre-cognitive states to augment qualitative methods such as self-reporting, reducing the impact of social desirability or memory biases.
Incorporating different biosensors in behavioural analytics research can provide a more comprehensive and nuanced understanding of user experience by offering objective, real-time, and contextual insights that complement traditional research methods.
Expertise
Co-directors
Deputy director
Lab Manager
Research Fellow
- Ms Raida Shakiry
- Ms Maria Fernandez Marinovic
- Ms Anne Motan
Affiliates
- Professor Vasilis Agyriou (Department of Networks and Digital Media)
- Dr Elisa Back (Department of Psychology)
- Dr Kerry Brown (Department of Geography, Geology and the Environment)
- Mr Johannes Castner (Department of Management)
- Professor Jamshid Dehmeshki (Department of Computer Science)
- Professor Priscilla Harries (Graduate Research School)
- Dr Sabira Mannan (Department of Psychology)
- Dr Greg Mills (Department of Networks and Digital Media)
- Professor Jean-Christophe Nebel (Department of Computer Science)
- Professor Ann Ooms (Centre for Health and Social Care Research, School of Nursing, Allied and Public Health)
- Dr Anna Paolillo (Department of Management)
- Professor Nada Philip (Department of Networks and Digital Media)
- Dr Evy Sakellariou (Department of Strategy, Marketing and Innovation)
- Professor Muthanna Samara (Department of Psychology)
- Dr Purva Tavri (Department of Geography, Geology and the Environment)
- Professor Frédéric Vallée-Tourangeau (Department of Psychology)
- Professor Tushna Vandrevala (Centre for Health and Social Care Research)
Visiting externals
- Visiting Professor Jag Dhanda in XR in Medicine & Surgery
- Visiting Professor Maziar Nekovee in Future Technologies
- Visiting Fellow Carl Yates in Digital Phenotyping
- Visiting Professor Ghislaine Boddington in Collective Embodiment
- Visiting Fellow Ashley Temple in Digital Creative
- Entrepreneur in Residence, Goodness Akalazu, Immersely Ltd
Our Facilities
Observation suite
Our Observation suite is ideal for generating behavioural insights and can be used for evaluating the multichannel branded user experience, product testing, creativity and problem-solving, focus groups and teamwork. Using biosensors such as EEG, heart rate and skin conductance, we can uniquely record and analyse flow states through action and physical gestures.
Pop-up VR suite
Our VR suite is ideal for studying user behaviour in virtual environments. Using biosensors such as EEG, heart rate and skin conductance, we can uniquely record and analyse synchronous virtual stimuli and physical gestures.
Gaze and emotion tracking pod
The pod includes Eye-tracking and facial expression analysis, which can provide insights into attention, engagement, and emotional reactions. Additional biosensors such as EEG, heart rate and skin conductance can be integrated to provide a deeper understanding, as we can cross-validate self-reports with sub-conscious psycho-physiological insights. This is ideal for generating behavioural insights on how people interact with websites, services, marketing or calls to action.
Networked computer suite
Our networked computer suite is ideal for conducting behavioural economic research to gain insights into consumer behaviour, improve marketing strategies, enhance customer experiences, and make more informed decisions regarding product development and pricing strategies.
Testimonials
I think the Brains Lab team are doing groundbreaking work which has huge application in many areas, across business and other organisations such as education and healthcare. I would encourage anyone with an interest in how we learn and improve to make a visit to meet the team in Kingston University. They are brilliant!
Dr Steven Roberts, Barclays UK Head of Culture and Chief Scientific Adviser at Conception X
Research activities
BRiVaRE (Behavioural Research in Virtual & Augmented Reality Environments)
The preliminary BRAINS lab project supports the activities of a wider Collaboratory of researchers and practitioners from multidisciplinary areas interested in questioning critically and creatively the consequences of VR, AR, MR on people, society, and businesses. This interdisciplinary infrastructural programme seeks to explore the potentials, opportunities, pitfalls, and ethical consequences of these new technologies in human life.
