Neuromarketing Researcher

Dr. Viviana Lupo is a psychologist specialized in Applied Neuroscience and Communication, with academic training from the University of Rome "Sapienza" (Bachelor’s in Cognitive Psychology, 2015; Master’s in Communication and Marketing Psychology, 2017).

Since 2018, she has been part of the BrainSigns team, where she focuses on the design, execution, and analysis of Implicit Reaction Time Tests (IRT), with particular expertise in Implicit Association Tests (IAT) and Priming Tests. Her role spans the full research lifecycle: from understanding client needs and designing evidence-based methodologies, to test setup, administration, data analysis, and final delivery of actionable insights.

She has developed IRT tools for prominent national and international clients such as SWG, Enel and Yamamay. Since 2021, she has worked closely with EY on a daily basis, designing tailored tests for their clients in the areas of HR, diversity & inclusion, and employer branding.

Viviana has successfully applied IRT testing across a variety of domains, including:
• Personality assessment (e.g. Big Five, environmental identity, burnout, wellbeing)
• Cognitive bias analysis (e.g. gender, ethnicity, age, disability)
• Brand identity and positioning research
• Implicit decision-making processes

She also conducts qualitative interviews to support internal research and client projects.