An iMotions Customer Success StoryTexas A&M University

Flexibility to focus on experiments and to see the whole picture

Professor Marco Palma

Texas A&M University

Texas A&M University


  • Biosensors provide a better understanding of human behavior through neuroeconomics, including how emotions drive behavior and self-control
  • Engaging in cutting-edge research is possible thanks to these tools
  • Multiple signals help show “the whole picture” of human behavior
  • Alleviated worries about the interaction between hardware and software


Texas A&M University is the flagship university of the state of Texas, with almost 69,000 attending students. In the Agriculture and Life Sciences Department, Professor Marco Palma leads the Human Behavior Lab, a specially designed facility built to advance knowledge within the field of neuroeconomics, and with human behavior research in general.

Before working with iMotions, Professor Palma didn’t have an objective way to measure emotions. Since 2016, however, he has quickly gone on to build a lab of 16 units installed with iMotions, with various constellations of devices for eye tracking, EEG, galvanic skin response, and facial expression analysis. He credits the combination of biosensors in iMotions with allowing the lab to build upon their prior success in collecting this otherwise unobtainable data to further their research.


The expansion of the Human Behavior Lab has allowed the researchers to amplify the reach and depth of their investigations into human behavior, as well as to greatly scale the number of participants that they can process. The tools that they use (eye tracking, EEG, GSR, and facial expression analysis) pave the way for advancing the science of human decision-making.

Professor Palma describes in the video how the combination of sensors is a breakthrough for the field of neuroeconomics that allows researchers to get the whole picture of human behavior.


The Human Behavior Lab represents the culmination of several years’ work, which Professor Marco Palma has been central in leading. Over the last few years, the research group has been building onto–and showcasing the advantages of–combining sensors and iMotions, so they are now able to scale their experiments and execute research faster than ever.

Professor Marco Palma recounts how iMotions has “been part of our success since the beginning”, and that he “looks forward to growing together in the future”.

“The role of iMotions in helping our research has been tremendous, because rather than spending a lot of time trying to do programming and investing effort… we’re now able to do what we do best, which is run experiments”