Ingrid Nieuwenhuis is Head of Science at Alpha.One, a Dutch company offering neuromarketing research services. She is operating in a domain where Neuroscience, Marketing and Machine Learning (AI) converge. Ingrid leads the lab-based neuroscience research from Alpha.One using methods such as EEG, fMRI and eye tracking. In addition, she is responsible for the scientific development of the AI powered ad testing platform expoze.io. The expoze.io platform allows users to predict which elements draw attention in images and videos without needing participants. Ingrid has developed additional AI based metrics for expoze.io, such as brand attention and cognitive ease, which enables testing ad effectiveness beyond attention alone.
Ingrid has a PhD in neuroscience with a strong methods background and 10+ years of experience in signal processing and quantitative data analysis. She obtained her PhD at the Donders Institute in the Netherlands, and worked as a post-doctoral fellow at UC Berkeley, where she investigated how the brain represents information and the effect of time and sleep on memory.
Since 2013, Ingrid applies her neuroscience expertise to measuring the effectiveness of advertising and marketing activities. As Director Neuroscience at Nielsen Consumer Neuroscience in San Francisco, she helped companies incorporate the use of neuroscience methods into their pipeline. She led hundreds of projects for both multinationals and smaller companies in fast moving consumer goods, finance, automotive and tech. Subsequently, she worked at Facebook’s Marketing Science department in New York where she was responsible for the reliability and validity of neuroscience research investigating online advertising products. She joined Alpha.One in 2020.
Ingrid is the author of the Memory chapter in Consumer Neuroscience, a textbook published by The MIT Press.