Since 2005 I am affiliated to the Department of Experimental Psychology of Ghent University. During my PhD and post-doctoral fellowship I investigated the extent to which our decisions are influenced by information outside our awareness. These investigations resulted in multiple publications in scientific journals. During my career I always appreciated the value of well-designed behavioral experiments for a better understanding of the underlying mechanisms of our behavior. In addition, I am an expert in several brain-imaging techniques such as functional Magnetic Resonance Imaging (fMRI) and functional Near InfraRed Spectroscopy (fNIRS). More recently, I started to investigate how these different methods can be used to measure how costumers interact with commercial stimuli and how this interaction drives their behavior. Together with the Ugent we are currently establishing a spin-off in which we will further develop and validate various kinds of methods that can offer new insights in market research and marketing.