Our approach · Neurodynamics
The power of Neurodynamics
Neurodynamics combines neuroscience, behavioral economics, and computational modeling to measure how decisions are actually formed in the brain under uncertainty, risk, and pressure.
Process
How EyeQ works
Objective insight without laboratory equipment.
01
Participate
Complete a short, engaging online decision-making assessment in about 20 minutes.
02
Measure
EyeQ captures behavioral decisions and neurobehavioral signals such as gaze and pupil dilation through standard webcam technology.
03
Understand
Results reveal individual decision patterns, perception gaps, and development opportunities in a clear report.
Measurement
What EyeQ measures
A multidimensional view of how people make decisions. EyeQ measures the core drivers of decision performance and provides in-depth analysis of the neurobehavioral factors that shape real-world outcomes:
Initial Anchor
Starting point of the decision-making process
Information Gathered
How much data is truly needed before committing
Processing Pattern
Analytical comparison vs. holistic integration
Pace Shift
How strategy evolves over time and repetition
Action Default
Momentum vs. status quo protection
Decision-Making Under Uncertainty
Default bias when information is incomplete
Loss Aversion
How much upside is required to move despite downside risk
Probability Perception
How accurately rare but high-impact events are judged
Reward Orientation
Big-win pursuit vs. grounded realism
Leadership Choice
How decisions change when responsibility for others is involved
… and more. These factors determine how leaders hire, invest, promote, execute strategy, manage risk, and drive innovation.
The blind spot
The hidden risk in every organization
Decision quality is rarely measured, yet it drives every consequential outcome.
Leaders overestimate their objectivity
Teams misjudge risk
High-stakes hires are made on intuition
Self-reporting distorts reality
Evidence
The measurable cost of unmeasured decisions
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%
Organizations that use a skills-based approach are 63% more likely to achieve results
Deloitte
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x
Hiring for skills is over two times more predictive of job performance than hiring for work experience
Psychological Bulletin
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%
of U.S. executives say they will prioritize candidates according to soft skills
LinkedIn Global Talent Trends
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%
MGME’s approach is 3X more effective than the gold standard across multiple domains, backed by externally peer-reviewed studies
Peer-reviewed studies
Outcome
From insight to advantage
With measurable decision intelligence, organizations can:
Hire and promote based on objectivity
Develop leaders with precision
Align teams around risk and strategy
Reduce behavioral misperceptions in high-stakes environments
Science
Built on science. Designed for real-world decisions.
EyeQ combines behavioral economics, neuroscience, and neurobehavioral measurement to observe decision behavior as it happens, not as it is described afterwards.
Neuroscience
Behavioral economics
Neurobehavioral measurement
Proposed additions
Suggested new elements that close the gaps from the website evaluation (must-have and should-have). They are not on the live site or in Lovable. Please review before going live.
Sources
Where the numbers come from
- 63% more likely to achieve results: Deloitte research on skills-based organizations (link to be added)
- 2x more predictive than work experience: Psychological Bulletin meta-analysis (link to be added)
- Executives prioritizing soft skills: LinkedIn Global Talent Trends (link to be added)
- 3X more effective than the gold standard: MGME peer-reviewed studies, see our research contributions
Put the science to work
See how EyeQ measures decision behavior in your organization.
Not represented in Lovable
The content below exists on the current website but has no counterpart in the Lovable design.
Foundations
Rigorous academic insight, enterprise-ready
Built on more than two decades of peer-reviewed research, including foundations from Nobel Prize-winning decision science, EyeQ translates rigorous academic insight into enterprise-ready, data-driven decision intelligence.
By capturing real-time behavioral patterns instead of subjective self-reports, Neurodynamics sets a new scientific standard for executive assessment, leadership diagnostics, and bias-free recruiting.
Organizations get a robust, measurable and scalable framework to objectively evaluate judgement quality: the ultimate differentiator in high-stakes performance environments.
The science behind our assessments
Beyond self-description
Traditional tools
Most traditional assessment tools rely on self-report questionnaires, which are inherently vulnerable to bias, impression management, and socially desirable responses. Even tools that claim to be “neuroscience-based” often lack objective biological or behavioral measures, while external observer-based assessments remain costly, time-intensive, and influenced by assessor subjectivity.
EyeQ
The EyeQ Assessment moves beyond self-description by measuring real-time conscious and subconscious decision reactions using validated behavioral science and neuroscience methods, including eye-gaze analysis.
Clients receive an objective, data-driven foundation for executive assessment, leadership development, and bias-free talent evaluation.
The evidence standard in decision intelligence
The ADEPT tool to assess decision intelligence reliably
Our team has personally published their research in world-leading, peer-reviewed journals like Science. The result is EyeQ:
A
Accurate and objective
We use objective neurobiological measures.
D
Digital and scalable
You can use our proprietary approach on mobile devices, anywhere, anytime.
E
Evidence-based
We are a University of Zurich label company built by scientists based on decades of research.
P
Practical
We know that assessments alone aren’t enough. That’s why we focus on offering actionable insights you can take forward for real-world impact.
T
Thrilling and engaging
We believe assessments should be enjoyable. Our tests are designed to be interactive and fun!
Three disciplines
How we measure
Neurophysiology
Our assessments use actual non-invasive neurophysiological measures, accessible to anyone, anywhere, through innovative webcam technology. Unlike other approaches that rely on various proxies, we measure brain physiology, providing precise and meaningful insights that go beyond simple simulations.
Neuroeconomics
We combine neuroscience, psychology, and economics to predict the most crucial aspect of behavior: decision-making. This multidisciplinary approach provides unmatched precision.
Computational Analysis
We leverage AI and advanced computational models to deliver powerful, technology-driven insights.
Publications
Our research contributions
These publications are from MGME’s broader research portfolio and represent original, peer-reviewed research conducted by our team, forming a verifiable, scientific foundation for our technology. This differs from approaches that rely primarily on internal data, third-party frameworks, or non peer-reviewed claims.
Neuroeconomics
Computational Analysis
Neurophysiology
Neuroeconomics
- Edelson, M. G. et al. Computational and neurobiological foundations of leadership decisions. Science.
This study investigates the cognitive and neural mechanisms of leadership decisions. - Alós-Ferrer, C., García-Segarra, J., & Ritschel, A. Generous with individuals and selfish to the masses. Nature Human Behaviour.
Research that analyzes decision-making processes and the mechanisms behind prosocial and selfish behaviors in different scenarios - Kahnt, T. et al. Perceptual learning and decision-making in human medial frontal cortex. Neuron.
This study focuses on both learning processes and the evaluation of decision outcomes. - Doren, N. et al. Acetylcholine and noradrenaline enhance foraging optimality in humans. PNAS.
The paper shows that the neurotransmitters acetylcholine and noradrenaline enhance human decision-making and the ability to make optimal choices in uncertain environments. - Kim, J. C. et al. Neural Representation of Valenced and Generic Probability and Uncertainty. Journal of Neuroscience.
This study explores how the brain makes decisions under uncertainty and risk. - Kurniawan, I. T. et al. Anticipatory Energization Revealed by Pupil and Brain Activity Guides Human Effort-Based Decision Making. Journal of Neuroscience.
Using pupil dilation and brain activity, this study demonstrates how the body prepares for effortful tasks. - Alós-Ferrer, C. et al. Habituation does not rescue depletion: Two tests of the ego-depletion effect. Journal of Economic Psychology.
This paper examines the cognitive processes involved in self-control and decision-making, particularly how these processes can be influenced by prior exertion of self-control. - Alós-Ferrer, C., Jaudas, A., & Ritschel, A. Attentional shifts and preference reversals: An eye-tracking study. Judgment and Decision Making.
Eyetracking research analyzing viewing pattern and the role of attention and cognitive framing in choices, providing insights into the underlying mechanisms of decision-making. - Alós-Ferrer, C., & Ritschel, A. Attention and salience in preference reversals. Experimental Economics.
Eyetracking research analyzing how attentional shifts and salience impact the evaluation and decision-making processes in contexts. - Alós-Ferrer, C., Jaudas, A., & Ritschel, A. Effortful Bayesian updating: A pupil-dilation study. Journal of Risk and Uncertainty.
Pupillometry research investigating the cognitive mechanisms behind belief updating, incentives and cognitive effort.
Computational Analysis
- von Ziegler, L. M. et al. Analysis of behavioral flow resolves latent phenotypes. Nature Methods.
This study developed a novel computational pipeline using machine learning to analyze behavior, capturing and quantifying the transitions between different behavioral states. - Barretto-Garcia, et al. Individual risk attitudes arise from noise in neurocognitive magnitude representations. Nature Human Behaviour.
The paper demonstrates that individual risk preferences stem from how the brain represents magnitudes, which influences decision-making under uncertainty. - Brus, J. et al. Causal phase-dependent control of non-spatial attention in human prefrontal cortex. Nature Human Behaviour.
The paper shows that neural oscillations at specific phases of brain activity influence attentional processes crucial for focusing and efficient decision-making. - Privitera, M. et al. A complete pupillometry toolbox for real-time monitoring of locus coeruleus activity in rodents. Nature Protocols.
This study presents a comprehensive toolkit for pupillometry to monitor locus coeruleus activity in rodents including hardware and software components designed for real-time data acquisition and analysis. - Grueschow, M. et al. Real-world stress resilience is associated with the responsivity of the locus coeruleus. Nature Communication.
Using imaging and pupil dilation this study reveals that an individual’s resilience to real-world stress is closely tied to the responsiveness of the locus coeruleus, a brain region critical for managing stress and arousal levels. - Grueschow, M., Polania, R., Hare, T. A., & Ruff, C. C. Automatic versus Choice-Dependent Value Representations in the Human Brain. Neuron.
This study showed for the first time how neural decision-making mechanisms differ for preference, and perceptual choices. - Brus, J., Aebersold, H., Grueschow, M., & Polania, R. Sources of confidence in value-based choice. Nature Communications.
Using eye-gaze analysis and computational modelling, this study demonstrates that subjective certainty in preference based choices depends on the quality of evidence supporting the choice and neural mechanisms that integrate this information. - Polania, R. et al.
The precision of value-based choices depends causally on fronto-parietal phase coupling. Nature Communications. Using non-invasive brain stimulation, this study highlights the critical role of synchronized brain activity for making accurate choices based on preferences. - Polania, R. et al. Neural oscillations and synchronization differentially support evidence accumulation in perceptual and value-based decision making. Neuron.
Using neural oscillations, this paper reveals distinct neural mechanisms for evidence accumulation processes during perceptual decision-making and value-based decision-making. - Sturman, O. et al. Deep learning-based behavioral analysis reaches human accuracy and is capable of outperforming commercial solutions. Neuropsychopharmacology.
This study developed machine learning classifiers to analyze behavior, with accuracy surpassing commercial solutions.
Neurophysiology
- Edelson, M. et al. Following the crowd: brain substrates of long-term memory conformity. Science.
The research explores the neural mechanisms underlying memory conformity, particularly how social influences can alter brain activity and processing - von Ziegler, L. M. et al. Multiomic profiling of the acute stress response in the mouse hippocampus. Nature Communications.
This study investigates the molecular mechanisms underlying the acute stress response - Eriksson, A. et al. Investigating heart rate variability measures during pregnancy as predictors of postpartum depression and anxiety: an exploratory study. Translational Psychiatry.
The paper investigates how heart rate variability (HRV) measures can predict the risk of postpartum depression and anxiety. - Edelson, M. G. et al. Brain substrates of recovery from misleading influence. Journal of Neuroscience.
The study explores the brain’s mechanisms for correcting misinformation, specifically how the amygdala and hippocampus interact to facilitate recovery from misleading influence. - Edelson, M. G., & Hare, T. A. Goal-dependent hippocampal representations facilitate self-control. Journal of Neuroscience.
The Study explores neural mechanisms underlying self-control to reach goal-directed behavior. - Wienke, C. et al. Phasic, Event-Related Transcutaneous Auricular Vagus Nerve Stimulation Modifies Behavioral, Pupillary, and Low-Frequency Oscillatory Power Responses. Journal of Neuroscience.
This study demonstrates that non-invasive vagus nerve stimulation influences behavior, pupil responses, and brain oscillations, showing that this technique can modulate autonomic and neural processes providing the basis for future therapeutic applications. - Maier, S. U., & Grueschow, M. Pupil dilation predicts individual self-regulation success across domains. Scientific Reports.
This study shows that pupil dilation can serve as a reliable physiological indicator of how well individuals succeed in self-regulation across various domains, such as controlling impulses or maintaining focus. - Grueschow, M., Kleim, B., & Ruff, C. C. Role of the locus coeruleus arousal system in cognitive control. Journal of Neuroendocrinology.
This paper highlights the critical role of the arousal system, in facilitating cognitive control by modulating attention and goal-directed behavior based on situational demands. - Grueschow, M., Kleim, B., & Ruff, C. C. Functional Coupling of the Locus Coeruleus Is Linked to Successful Cognitive Control. Brain Sciences.
This paper shows how a small brain stem region, the locus coeruleus supports successful cognitive control, suggesting its central role in managing attention and goal-directed behavior. - Ludmer, R., Edelson, M. G., & Dudai, Y.
The N aïve and the D istrustful: State dependency of hippocampal computations in manipulative memory distortion. Hippocampus. The paper investigates the neural mechanisms underlying memory processing and how these mechanisms are influenced by cognitive states such as trust and suspicion
In the media
Our team’s original work has been featured in
In the Wall Street Journal article “The Brain Science of Conformity” renowned Stanford researcher Prof. Robert Sapolski explores how social environments can influence our behavior and decision-making, highlighting our research.
The Bloomberg article “The Personality Trait That Holds Back Potential Leaders” focuses on our research about leadership, and making decisions that affect others.
In the episode “What makes us who we are” of “Through the Wormhole”, Morgan Freeman talks to our Co-founder Micah Edelson about critical factors that can drive our brain processing in social or professional environments and the role that social and emotional factors play in constructing our subjective reality.
In the episode “What makes us who we are” of “Through the Wormhole”, Morgan Freeman talks to our Co-founder Micah Edelson about critical factors that can drive our brain processing in social or professional environments and the role that social and emotional factors play in constructing our subjective reality.
The Inc. article “New Research on How Leaders Make Decisions Differently Than Everyone Else”, discusses research from our team on how leaders make decisions differently from others and how their brains process and accumulate evidence to make choices.
In the Science podcast “how our brains may have evolved language and clues what makes us leaders or followers”, Co-founder Micah Edelson discusses our research on what drives people to make decisions for a group rather than deferring to others
The NPR article “What Makes a Leader?” discusses our team’s research on leadership, decision-making and information processing.
The article “How Friends Ruin Memory: The Social Conformity Effect” on Wired focuses on our research on factors that influence how we interact and make choices in social environments, emphasizing the importance of awareness to the imact of these effects.
The article “Zurich researchers identify cognitive processes that set leaders apart” discusses research from our team on the cognitive processes that distinguish leaders from followers.
In a TEDx Talk, “How to motivate yourself to change your behavior”, world leading researcher, Prof. Tali Sharot from UCL and MIT discusses how social influences and immediate rewards can motivate behavior change highlighting our reserch.
In the Deutschlandfunk interview, “Lead or follow? Researchers measure what characterizes successful leaders” Our co-founder Micah Edelson discusses his research on leadership and decision-making, focusing on the concept of responsibility aversion.
See the science in action
Experience EyeQ or talk to our team about your assessment, leadership, or talent challenge.