SEELE Neuroscience

What SEELE Neuroscience does

SEELE Neuroscience is a privately-held behavioral neuroscience consulting firm founded in 2016, operating across Argentina, Mexico, and Spain. The company translates neuroscience-based measurement of unconscious decision-making into strategic insights for enterprise clients, primarily in consumer products, food and beverage, banking, automotive, retail, and public policy. Its methodology centers on the concept of "deep behavior" — non-observable patterns in human perception and choice that traditional market research fails to capture.

The company delivers its services through three integrated divisions: ION, a neuroperception laboratory measuring consumer, organizational, and social experiences using physiological and self-report methods including EEG, implicit association testing, and gustatory perception scales; NODO, a 100% online computational neuroscience and data analysis center applying AI-powered behavioral forecasting, NLP, computer vision, and machine learning to predict responses to audiovisual stimuli and detect decision patterns; and LUDO, an innovation and research development division offering IRB/ethics committee services aligned with FDA, ANMAT, COFEPRIS, EMEA, and ICH standards, plus STEM infrastructure partnerships with universities including Tec de Monterrey across three campuses.

SEELE operates a pure B2B professional services model with quote-based, project-tailored pricing and no publicly disclosed rates. It reaches clients via direct engagement, case study presentations, and enterprise field sales, with a named client roster including Ford Motor Company, Banorte, Grupo Coppel, ALPURA, Tyson, Sigma Alimentos, Bonafont (Danone), and Tec de Monterrey. The company has 11–50 employees, is founder-led by Director General Claudio Nassar and Scientific Director César Monroy Fonseca (PsyD, MSc), and is not externally funded based on available disclosures.

Name

SEELE Neuroscience

Legal name

SEELE Neuroscience

Website

https://seele-consulting.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

SEELE Neuroscience is a privately-held behavioral neuroscience consulting firm that uses neuroperception measurement, AI-powered forecasting, and regulatory-aligned research to help enterprise clients across LATAM and Europe decode unconscious consumer, organizational, and electoral decision-making.

Ownership category

akta.pro rank

Product category

Consumer Neuroscience Consulting

NAICS

Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Management Consulting Services (54161), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Commercial Physical & Biological Research (8731), Services-Management Consulting Services (8742)

akta.pro primary industry

Behavioral & Neuroscience Research (Biometrics, Eye-Tracking, Neuromarketing) (MPAAALAN)

akta.pro secondary industry

B2B / Industrial Market Research (MPAAALAA)

Keywords

• Consumer neuroscience consulting
• Behavioral data analytics
• Neuroperception research services
• Computational neuroscience platform
• Market research consulting

Headquarters

HQ city

Benito Juarez

HQ country

Mexico

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Neuroperception Consulting Services: B2B consulting services providing neuroscience-based behavioral insights to organizations. Services are customized for each client engagement covering consumer experience, organizational experience, and social/governmental processes.
2. ION Laboratory Services: Experiential services including consumer experience evaluation (flavors, fragrances, textures, packaging), organizational experience (HR/p Workplace), and social/political process services.
3. NODO Computational Services: Online computational neuroscience services including user analysis, behavioral forecasting with AI, and data engineering implementation.
4. LUDO Research Services: Research development services including IRB/Ethics committee support, regulatory registration with health authorities, and STEM infrastructure development.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

SEELE Neuroscience is a consulting firm that delivers neuroscience-based behavioral insights to organizations through three integrated service divisions: ION (a neuroperception laboratory measuring experiences with products, messages, and social environments), NODO (a 100% online computational neuroscience and AI-driven behavioral forecasting platform), and LUDO (an innovation and high-level research development area providing IRB/ethics services and STEM infrastructure). The company sells customized B2B research engagements spanning consumer experience, organizational experience, and social/governmental behavior, using proprietary methodologies such as EEG perception studies, implicit association testing, and physiological versus declared gustatory perception scales.

Product overview

SEELE Neuroscience is a consulting firm offering a platform of three integrated neuroscience service divisions (ION, NODO, and LUDO) that work together to provide comprehensive behavioral insights. ION handles neuroperception laboratory services for experiential, organizational, and social contexts; NODO provides 100% online computational neuroscience and AI-powered behavioral forecasting; and LUDO delivers high-level research and STEM infrastructure. The company uses proprietary methodologies including BIG/SMALL data analysis, gustatory perception scales, product journey studies, implicit association testing, and electroencephalographic studies to translate deep behavioral science into strategic knowledge for organizations across consumption, communication, health, government, and innovation sectors.

Differentiator

Problem solved

Functional benefit

Brands

• ION: Neuroperception laboratory for experience measurement with products, messages, and social environments. Includes Experiencial (consumer experience services evaluating flavors, fragrances, textures, colors, packaging), Organizacional (organizational experience for HR strategies), and Social (election and government processes) services.
• NODO
• LUDO

Products and services

• ION - Neuroperception Laboratory Neuroperception laboratory service that measures how consumers and stakeholders perceive experiences with products, packaging, messages, organizational environments, and social or electoral processes, using physiological and self-reported measures to deliver consumer experience, HR/psychosocial, and public policy insights to enterprise clients.
• NODO - Computational Neuroscience Center Online computational neuroscience service offering person-computer interaction analysis, AI-driven behavioral forecasting for audiovisual stimuli, and data engineering implementation of behavioral models, delivered 100% remotely to enterprise clients who need scalable behavioral prediction and analysis.
• LUDO - Innovation and High-Level Research Development Innovation and high-level research development service that delivers IRB / Research and Ethics Committee support with registration across FDA, ANMAT, COFEPRIS, EMEA, and ICH, plus a STEM Infrastructure platform for outsourced development of products, services, technologies, and policies in partnership with regional excellence universities and Open Science organizations (OSF, ORCID, PsyArXiv, BioRxiv).

Quantifiable outcome

• ALPURA can distinguish between legitimate gustatory preferences and cultural biases with precision, enabling rapid new product launches with high market acceptance
• +3 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature10 records

Partnerships

Eleven partnerships are on record, tiered core.

• Tec de MonterreycoreStrategic or Co-development PartnerStrategic partnership where Seele Neuroscience develops and operates consumer neuroscience laboratories at Tec de Monterrey. Three campuses now offer advanced neuroscience practice systems for students, with over 30 years of educational technology expertise from Tec.
• ANMAT (Administración Nacional de Medicamentos, Alimentos y Tecnología Médica)coreStrategic or Co-development PartnerArgentine regulatory body for health product registration. LUDO division operates in compliance with ANMAT standards for research protocols involving functional products, clinical ingredients, medical devices, and measurable learning techniques.
• COFEPRIS (Comisión Federal para la Protección contra Riesgos Sanitarios)coreStrategic or Co-development PartnerMexican health regulatory authority. LUDO division operates in compliance with COFEPRIS standards for health product research and registration.
• EMEA (European Medicines Agency)coreStrategic or Co-development PartnerEuropean Medicines Agency. LUDO division operates in compliance with EMEA standards for research protocols and health product registration.
• ICH (International Council for Harmonisation)coreStrategic or Co-development PartnerInternational Council for Harmonisation of technical requirements for pharmaceutical product registration. LUDO division operates in compliance with ICH guidelines.
• FDA (U.S. Food and Drug Administration)coreStrategic or Co-development PartnerU.S. Food and Drug Administration. LUDO division operates in compliance with FDA standards for health product research and registration.
• OSF (Open Science Framework)coreStrategic or Co-development PartnerAffiliated organization supporting Open Science movement. LUDO STEM infrastructure division promotes open science culture and accelerates migration of academic discoveries to practical solutions.
• ORCIDcoreStrategic or Co-development PartnerAffiliated organization for researcher identifier system. Part of LUDO STEM infrastructure promoting researcher identification and academic standards.
• PsyArXivcoreStrategic or Co-development PartnerAffiliated preprint server for psychological science. Part of LUDO STEM infrastructure supporting Open Science and academic research dissemination.
• BioRxivcoreStrategic or Co-development PartnerAffiliated preprint server for biological sciences. Part of LUDO STEM infrastructure supporting Open Science and accelerating academic-to-practical knowledge transfer.
• Excellence Universities (Regional)coreStrategic or Co-development PartnerPartnership with excellence universities in the region through LUDO STEM Infrastructure platform for third-party development of products, services, technologies, and policies. Strengthens STEM culture and Open Science movement.

Scale indicators2 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• Nielsen (NielsenIQ): Large-scale consumer insights provider with established neuromarketing and behavioral analytics capabilities; offers overlapping product/packaging evaluation and consumer perception services for major CPG brands.
• Kantar: Global insights consultancy with established behavioral science practice and extensive CPG client base; competes for the same enterprise brand-tracking, packaging, and consumer perception engagements.
• Ipsos: Global market research leader with a behavioral science and neuroscience practice offering similar consumer-insights methodologies at greater scale; competes for the same enterprise CPG, banking, and automotive clients that SEELE serves.

Direct peers

• CoolTool: Neuromarketing platform offering implicit response, eye-tracking, and facial coding tools for consumer research; competes with SEELE's computational neuroscience NODO offering in the digital insights space.
• Behaviorally: Specialized behavioral insights firm focused on CPG packaging, shopper behavior, and decision-journey analytics — directly comparable to SEELE's ION product-journey and implicit association methodologies for consumer brands.
• SKIM: Decision-behavior research consultancy with strong CPG focus, combining qualitative, quantitative, and behavioral science approaches; directly comparable in client base and methodology.
• Sensium (formerly Brain Signs): Neuroanalytics company using EEG and biometric measures for consumer behavior and packaging research; directly comparable to SEELE's EEG perception studies and ION product journey work.
• SPARK Neuro: U.S.-based neuroanalytics firm using EEG and biometrics to measure consumer attention and emotional response for advertising and product decisions — directly comparable on physiological measurement methodologies.

Others

• Tobii Pro: Leading provider of eye-tracking hardware and analytics used in consumer and academic research; comparable as an enabling technology provider rather than direct consultancy competitor.

Regional players

• Grupo Televisa / Kantar Mexico (regional insights arms): Regional consumer-insights providers serving the same Latin American enterprise market; comparable as local alternatives for CPG and retail clients evaluating neuroscience-based insights in the region.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/SeeleNeuroscienceMx
• LinkedInlinkedin.com/company/seele-neuroscience

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SEELE Neuroscience