Aoife McGuinness is a Neuroscience Consultant at HeyLab. Originally from Dublin, Aoife has spent the last 10 years across multiple European cities developing her passion for neuroscience, communications and culture. Over the last few years, she has helped build up HeyHuman’s neuroscience offering including the recently launched HeyLab, HeyHuman’s in-house research lab. She holds a MSc in cognitive neuroscience and uses neuroscience research techniques, including EEG, to measure people’s gut feel, gaining deeper insight into what moves us and why. Her thesis research was published in PLOS one in 2020 and has previously spoken at other global conferences including SXSW.