Dr. Roeland Dietvorst has a background in biological and cognitive psychology and obtained a PhD in neuroscience. He is founder and responsible for research & development at Alpha.One, a neuroscience research and strategy firm. Roeland uses insights and techniques adopted from neuroscience to better understand how we reconstruct reality inside our minds and how this process influences our day-to-day decision-making.
In addition, he and the team at Alpha.One are applying Artificial Intelligence and deep learning in particular, to read the mind from neuroimaging data and build models that simulate human responses such as visual attention. Roeland works for the government and international brands such as Uber, IKEA, and TomTom to help them understand how people derive value from communication and value propositions. His central focus is on how the brain processes information and how this leads to value perception and behavior change.