BrainLab IULM

What BrainLab IULM does

The center is led by Scientific Coordinator Prof. Vincenzo Russo (Full Professor of Consumer Psychology and Neuromarketing) and staffed by ~18–19 personnel including an associate professor, multiple PhD students spanning bioengineering, AI, and consumer psychology, project managers, and a marketing manager. The business model is quote-based professional services: engagements are typically custom research projects with enterprise clients across Italy and Europe in sectors including advertising, consumer goods, food and beverage, retail, events, food and wine, and digital/e-commerce. Notable corporate relationships include Allianz, Lavazza, Technogym, RCS Media Group, Mediaset, Ipsos, Conad, and UniCredit Life Insurance; core technology partnerships anchor the lab to iMotions (biosensory software) and Tobii (eye tracking hardware), with academic collaboration with Politecnico di Milano on bioengineering and ML. Pricing is not publicly disclosed and no external funding rounds have been recorded; the lab operates under IULM University's governance as an academic research entity.

Name

BrainLab IULM

Legal name

Behavior and BrainLab IULM

Website

https://brainlabiulm.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

BrainLab IULM is a university neuromarketing research center at IULM University in Milan, founded in 2010, offering consulting and consumer neuroscience research using eye tracking, EEG, GSR, and facial analysis to enterprise clients across advertising, retail, F&B, and digital sectors.

Ownership category

akta.pro rank

Product category

Neuromarketing Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310), Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

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

Keywords

• Neuromarketing research
• Consumer neuroscience
• Eye tracking analysis
• EEG measurement
• Brand research consulting

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Consulting Services: The primary revenue stream comes from providing neuromarketing research and consulting services to companies seeking to understand consumer emotional and unconscious responses to marketing stimuli. Services include advertising testing, packaging analysis, brand relationship studies, and consumer experience research.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Behavior and BrainLab IULM is a university-based neuromarketing and consumer neuroscience research center that delivers tailored research and consulting services to companies. Its core offering combines traditional market research techniques with neurophysiological measurement (Eye Tracking, EEG, GSR, and facial expression analysis) to capture objective, unconscious consumer responses to advertising, packaging, digital interfaces, retail environments, and product experiences. Services are commissioned on a project basis and culminate in scientific reports and actionable insights for corporate marketing and brand decisions.

Product overview

Behavior and BrainLab IULM is a university-based neuromarketing research center offering a portfolio of consulting and research services rather than a software product. The core offering centers on neuromarketing research combining behavioral analysis with neurophysiological measurement. The portfolio includes specialized service lines for advertising analysis, packaging evaluation, TV-commercial testing, digital/web/app analysis, design analysis, retail experience research, tasting analysis, virtual reality environments, human performance, training and neuromanagement, and brand relationship studies. Additionally, the center produces the NeuroAdvice white paper series covering specialized neuromarketing and consumer neuroscience topics.

Differentiator

Problem solved

Functional benefit

Products and services

• Neuromarketing Research and Consulting Services Comprehensive neuromarketing research and consulting services that integrate traditional market research techniques with behavioral analysis and neurophysiological measurement tools (EEG, Eye Tracking, GSR, facial expression analysis) to analyze consumer responses to advertising, packaging, digital interfaces, retail environments, and product experiences. Targeted at corporate marketing, brand, and product teams seeking objective insights beyond self-reported preferences.
• Advertising Analysis Analysis of online and offline advertising effectiveness across banners, videos, posters, and other formats using neuromarketing methodologies including eye tracking, EEG, and GSR. Targeted at advertising and communication agencies and corporate brand teams.
• TV-Commercial Analysis

Quantifiable outcome

• Objective neurophysiological data capturing involuntary consumer responses that are not influenced by subjective elements or social desirability bias
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• AllianzminorOthersInsurance company with logo displayed on collaborations page, indicating some form of research or consulting engagement with the lab
• LavazzaminorOthersItalian coffee company with logo displayed on collaborations page
• TechnogymminorOthersFitness equipment manufacturer with logo displayed on collaborations page
• RCS Media GroupminorOthersItalian media company with logo displayed on collaborations page
• MediasetminorOthersItalian television broadcaster with logo displayed on collaborations page
• IpsosminorOthersGlobal market research company with logo displayed on collaborations page
• ConadminorOthersItalian retail chain with logo displayed on collaborations page
• iMotionscoreTechnology or IntegrationPlatform for biometric research with logo featured prominently in Partners section. iMotions provides integrated biosensory measurement software used by the lab for emotion assessment and analysis
• TobiicoreTechnology or IntegrationEye tracking technology provider with logo featured in Partners section. Tobii provides eye tracking hardware used for consumer gaze analysis in neuromarketing research
• Prof. Luca Mainardi - POLIMIcoreStrategic or Co-development PartnerAcademic collaboration with Politecnico di Milano professor specializing in bioengineering. Collaborated on research papers including emotion assessment using machine learning and wearable devices

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Ipsos: Ipsos is listed as a BrainLab collaborator and runs a global market research practice that includes neuromarketing and behavioral science. Comparable end-market (advertising and brand research) but vastly larger scale and broader service portfolio.
• Kantar: Kantar is a global market research group with a behavioral science and consumer neuroscience practice serving FMCG, retail, and media clients. Comparable end-market but vastly larger scale and geographic reach than BrainLab.
• Nielsen Consumer Neuroscience (formerly NeuroFocus): Nielsen's consumer neuroscience division applies EEG and biometrics to advertising and product research at global scale. Comparable in methodology (neuromarketing using EEG, GSR, facial coding) but vastly broader in geography, panels, and integration with media measurement.

Direct peers

• iMotions: iMotions provides the integrated biosensory measurement platform (EEG, GSR, eye tracking, facial coding) that BrainLab uses. Both serve consumer neuroscience and academic research customers with biometric measurement solutions.
• Tobii Pro: Tobii supplies the eye tracking hardware BrainLab uses for consumer gaze analysis. Tobii Pro sells eye tracking systems, software, and research services directly to academic and commercial research buyers, overlapping with BrainLab's core offering.
• SR Labs: SR Labs is an Italian research technology provider of physiological measurement tools and is listed as a BrainLab partner. Comparable focus on psychophysiological measurement for consumer and academic research.
• Bitbrain: Bitbrain develops EEG and biosignal hardware/software used in research, neuromarketing, and BCI applications. Comparable in delivering consumer neuroscience measurement infrastructure with academic and commercial customers.
• Sensum: Sensum is a neuromarketing and emotion measurement consultancy applying biometrics to advertising, brand, and product research. Closely aligned with BrainLab in offering biometric consumer insights to enterprise marketing teams.

Emerging players

• Mindfield Biosystems: Mindfield offers psychophysiological measurement hardware and software (EEG, GSR, HRV) marketed to academic and market research buyers. Comparable niche specialization in biometric consumer research tooling.
• Emotiv: Emotiv makes consumer-grade EEG headsets and neurotechnology used in research, marketing studies, and applied neuroscience. Partial overlap with BrainLab's EEG-based consumer measurement capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BrainLabIULM
• LinkedInlinkedin.com/company/brain-lab-iulm
• Instagraminstagram.com/brainlabiulm

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 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 BrainLab IULM