I specialise in measuring and analysing human experience and behaviour. I study how perception, emotion, and decision-making shape responses to products, services, communications, and technologies. My methods include experiments, eye tracking, behavioural data, and qualitative research. My work in human factors examines how technologies, tasks, and environments affect human performance, experience, and behaviour. As leader of the Customer Behaviour research group, I lead research projects in collaboration with companies and higher education institutions.
