The Universitat Politècnica de València (UPV) has launched the world's first neuroentrepreneurship laboratory, designed to record and analyse brain performance metrics in business leaders, applying them to decision-making and management under pressure.
This pioneering project helps senior and junior entrepreneurs improve their decision-making and team management skills and responds to a globally identified need: to develop new methodologies to understand and optimise how emotions, stress, and cognitive processes influence entrepreneurial activity and business leadership.
According to Professor David Juárez, director of the Master's Degree in Marketing and Communication at the UPV, 'there is no research centre or university with a laboratory designed for this purpose. At the NeuroEntrepreneurship Lab UPV, we work to enhance resilience with tools that help manage emotions and facilitate decision-making under pressure.'
Tools to measure impulses and emotions
Using a range of advanced measurement tools, they analyse both decision-making and business organisation from an emotional and cognitive perspective. They use electroencephalography (EEG - measurement of brain performance metrics); galvanic skin response, which allows them to observe, through micro-sweating of the skin, the level of emotion or stress a person is feeling; heart rate monitors to control heart rate; eye tracking (ET) to detect where visual attention is focused; and facial coding (FC) to understand the emotions a person experiences in response to a stimulus through involuntary micro-movements of the facial muscles.
Neuroscience in the workplace
Since 2022, the team of UPV researchers in the UPV Neuroentrepreneurship Lab has been working on several lines of research focused on neuroentrepreneurship, neuroleadership, and neuromanagement.
Among the lines of research they are developing is neuroscience in the workplace, to optimise personal skills for business success, stress reduction, problem-solving, and creative thinking.
Neuroentrepreneurship Lab UPV is located at Start Up UPV, which is part of the entrepreneurial ecosystem of the Universitat Politècnica de València.