NeuroLab
NeuroLab solves problems of companies and society by applying understanding of human behavior together with others. NeuroLab’s research, development and innovation activities are based on neuroeconomics and behavioral science.
What is NeuroLab’s goal?
Our goal is to understand human behavior and utilize scientific knowledge in solving practical, multifaceted problems in companies and more broadly in society. The use of neurosciences in business development and problem solving is still limited.
NeuroLab’s activities support and strengthen companies’ solutions from the perspective of human behavior. At the same time, companies learn to utilize neuroscientific knowledge. At the core of our work is interdisciplinarity and close cooperation with companies.
”A theory cannot be considered ready until you have made it so clear that you can explain it to the first person you meet on the street.” Joseph-Diex Gergonne
Our services
NeuroLab actively conducts multidisciplinary behavioral and neuro research together with various stakeholders, for example in concept development, customer and consumer understanding, and marketing communication. We offer, among others:
- neuro measurements
- behavioral studies
- evaluation and testing of marketing messages
- concept development and testing
Publications
A selection of peer-reviewed articles
Heinonen, J., Numminen, J., Hlushchuk, Y., Antell, H., Taatila, V., & Suomala, J. (2016). Default Mode and Executive Networks Areas: Association with the Serial Order in Divergent Thinking. PLOS ONE, 11(9), Article 9. https://doi.org/10.1371/journal.pone.0162234
Kauttonen, J., Hannukainen, J., Tikka, P., & Suomala, J. (2020). Predictive modeling for trustworthiness and other subjective text properties in online nutrition and health communication. PLOS ONE, 15(8), Article 8. https://doi.org/10.1371/journal.pone.0237144
Sivén, S. Sirkiä, J. Tuominen, T. (2024). Developing SME personnel competence in strategic business sustainability. Management, Enterprise and Benchmarking in the 20th Century, pp. 222-233. https://oda.uni-obuda.hu/bitstream/handle/20.500.14044/25978/MEB2024_16.pdf?sequence=1&isAllowed=y
Suomala, J. (2024b). Navigating Psychological Safety and Information Disorder in War and Peace: A Decision neuroscience perspective. Ukrainian Psychological Journal, 2 (22), 150–167. https://doi.org/10.17721/upj.2024.2(22).9
Suomala, J., Hlushchuk, Y., Kauttonen, J., Heinonen, J., Palokangas, L., & Numminen, J. (2017). Distributed brain networks reflect salary offer in accordance with the prospect theory’s value function. Journal of Neuroscience, Psychology, and Economics, 10(4), Article 4. https://doi.org/10.1037/npe0000083
Suomala, J., Palokangas, L., Leminen, S., Westerlund, M., Heinonen, J., & Numminen, J. (2012). Neuromarketing: Understanding Customers’ Subconscious Responses to Marketing. Technology Innovation Management Review, 12, Article 12. https://doi.org/10.22215/timreview/634
A selection of professional publications
Heinonen, J., & Suomala, J. (2022). LEADBEHA New agile continuing education model of universities for companies. Laurea University of Applied Sciences.
Maukonen, R., Kauttonen, J., Kettunen, L., Villi, M., & Suomala, J. (2025). Searching for new audiences for journalism: Artificial intelligence and plain-language reporting. Laurea Journal.
Maunula, S., Hytönen, K., Heinonen, J., & Suomala, J. (2016). NeuroService: Studies on consumer preferences using brain imaging. Laurea University of Applied Sciences.
Risu, E., & Suomala, J. (2024). Laurea promoting interdisciplinarity through service design in the HORIZON EUROPE application process. Laurea Journal.
Suomala, J. (2024a). Personal goals at the core of behavioral science in a university of applied sciences. Laurea Journal.
Suomala, J., & Vähänikkilä, H. (2025). Efficient and productive business models as an engine of university-industry cooperation. Laurea Journal.
Contact information
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Jyrki Suomala
Principal Lecturer
jyrki.suomala@laurea.fi
+358 9 886 874 84