Empowering human behavior research
: the case of iMotions

  • Ottavio Colazingari (Student)

Student thesis: Master's Thesis


Over the past few years, neuromarketing has caught the attention of businesses and academics as a revolutionary market research tool. Technology innovations, as well as an urging need to understand consumer behavior, have led to the introduction of digital devices such as biosensors to study human and consumer behavior. Suddenly, understanding the unconscious processes that underlie our actions and decisions is at an arm’s reach. Nonetheless, companies and academic institutions often lack the technology and expertise to conduct such experiments on their own. This need was identified by iMotions, positioning its platform as a comprehensive tool to study human behavior.For this reason, a teaching case about the company iMotions was developed. The purpose of this teaching case is to illustrate how the start-up overcame the challenges it was posed to in the beginning. Particular focus is devoted to the key success factors that led to iMotions’ success. Thus, the case demonstrates how the start-up changed over the years and how it ultimately reached profitability. In the end, the results obtained are demonstrated, and a glimpse into the future of the company – and the industry – is provided.This case exemplifies how a start-up operating in a high-paced technological environment can respond to threats by reconfiguring its business model, value proposition and some key elements of its product. It also shows the importance of an articulated partner ecosystem, a structured customer support, and a platform that responds to the market’s need.
Date of Award27 Jan 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPeter Rajsingh (Supervisor)


  • Behavioral research
  • Neuromarketing
  • Technology start-up
  • Biosensors
  • Platform
  • Partner ecosystem
  • Customer service


  • Mestrado em Gestão e Administração de Empresas

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