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José Manuel Ausín is an educator and entrepreneur who leverages his expertise in Neurosciences and Behavioral Biology to develop innovative Neuromarketing solutions through Artificial Intelligence. His participation in the Akademia program has profoundly influenced his approach to teaching and entrepreneurship. He praises the program’s effective methodology that simplifies the transition from theory to practice and highlights the empathetic and enthusiastic knowledge transfer from mentors to students. The diverse, multidisciplinary environment at Akademia has broadened his perspective on innovation and entrepreneurship, inspiring him to create a neuromarketing platform that applies his research in a practical, scalable way.
Following his PhD in Consumer Neurosciences and his engagement with Akademia, José Manuel co-developed Neurocatching, an online neuromarketing platform that combines emotional intelligence and AI. This tool predicts consumer behavior by analyzing emotions, attention, and memory through technologies like eye tracking and facial coding. Neurocatching aims to understand why customers like or dislike products and services, with applications spanning health, well-being, market research, marketing, and finance. José Manuel recommends Akademia to curious learners eager to rethink concepts, emphasizing its transformative impact on personal and professional growth.
We interviewed José Manuel Ausín, alumni of the Akademia program and professor of the Master's Degree in Marketing Management and Neuromarketing at the Polytechnic University of Valencia.
José Manuel Ausín combines his teaching facet with that of an entrepreneur who applies his deep knowledge in Neurosciences and Behavioral Biology to the creation of Neuromarketing solutions by applying Artificial Intelligence algorithms.
Histime at Akademia, in two editions, has left an innovative mark on everything he does: from how to approach his classes to how to tackle groundbreaking projects, such as the one he is developing from Lanzadera.
José Manuel highlights the quality of all the mentors and experts at Akademia, and how inspiring they have been to him. Regarding the program itself, he tells us what it has meant to him and what he has found most relevant:
On the one hand, the methodology used to solve the cases seems fantastic to him, since it makes the hitherto complex process of moving from theory to practice simple. On the other hand, how the transfer of knowledge from experts to students takes place: it is a new innovative mentality that is transmitted by empathy and enthusiasm.
In addition, the opportunity to meet colleagues with different mentalities and different knowledge has made him understand the value of multidisciplinary teams when addressing challenges where innovation is the lever that leads to the solution.
On the other hand, for José Manuel it has meant a redefinition of ideas about what he understands by innovation, entrepreneurship and why research applied to new technologies means. In fact, it is this rethinking of concepts that has led him to take the step towards entrepreneurship, applying all his knowledge to create a new neuromarketing platform.
José Manuel recommends the Akademia program, which is currently in the call phase, for all those students who are curious, who like to learn and who enjoy rethinking their ideas and concepts. As he tells us, “it’s not that it’s worth it, it’s that there is no “penalty.” After each Akademia session, you are a new person, with a new vision of the world.”
It also highlights the opportunity they had to study in depth the viability of the project they presented at Akademia and which was the winner of the 2019-2020 edition.
Akademia: From student to entrepreneur
After working at Akademia and completing his PhD in Consumer Neurosciences at the Institute for Research and Innovation in Bioengineering (I3B) of the UPV, José Manuel has lost his fear of different new technologies. As a result, he has seen the opportunity to turn his research in Neuroscience into a technological solution that represents a very promising innovation in the world of neuromarketing, asking the question of “how to make neuroscience scalable?”.
With the aim of being able to reach different places online by understanding consumer behavior and to be able to do cross-cultural studies in different parts of the world on behavior, they have created an online neuromarketing platform called Neurocatching. It combines emotional intelligence and artificial intelligence, making it possible to predict the behavior of consumers, customers and potential customers of services and products.
The project was born with the ambition of being transversal and has application in various areas: health, well-being, market research, marketing, finance. Basically, it is about detecting the emotion, attention and memory of online users, using, among others, eye tracking and facial coding tools, so that the impact that a product or service has on target customers can be predicted and if they like it, why they like it and if they don’t like it. why he doesn’t like it.
