![Measuring creativity at the GrunbergLab measuring-creativity-at-the-grunberglab](https://www.noldus.com/static/images/core-blog/measuring-creativity-at-the-grunberglab.jpg)
Measuring creativity at the GrunbergLab
In the GrunbergLab in Amsterdam, I read Arnon Grunberg’s upcoming release. Two researchers hooked me up: sensors on my left hand, rib, chest, and of course the famous head cap to measure my brain activity.
![What does the Moment of Truth mean to your business? customer-behavior-insights](https://www.noldus.com/static/images/core-blog/customer-behavior-insights.jpg)
What does the Moment of Truth mean to your business?
We’ve all been there: close to the freeway on-ramp were several choices of the usual variety. I quickly made my decision, rolled through the drive thru, picked an item from the pictures provided, and hit the freeway again.
![Measuring experiential, behavioral, and physiological outputs social-interaction-task-couples](https://www.noldus.com/static/images/core-blog/social-interaction-task-couples-1571898461.jpg)
Measuring experiential, behavioral, and physiological outputs
In a romantic relationship, it is undoubtedly important to show support when one’s partner shares his or her accomplishments and positive life events.
![Facial expressions - reactions to bitter food vary between high and low BMI facial-expressions-reactions-to-bitter-food](https://www.noldus.com/static/images/core-blog/facial-expressions-reactions-to-bitter-food.jpg)
Facial expressions - reactions to bitter food vary between high and low BMI
Overweight and obese individuals are at increased risk for many diseases and health conditions. By 2050, as much as 50% of the UK population could be obese at a cost of £50 billion a year.
![Relational Agents: the use and testing of avatars for HCI avatars-human-computer-interaction](https://www.noldus.com/static/images/core-blog/avatars-human-computer-interaction.jpg)
Relational Agents: the use and testing of avatars for HCI
Relational Agents (RAs) are computer constructs designed to interact with humans in a way that promotes the long-term formation of social and emotional bonds.
![Predicting Advertising Effectiveness: Facial Coding of 120.000 Video Frames predicting-advertising-effectiveness](https://www.noldus.com/static/images/core-blog/predicting-advertising-effectiveness-1601906779.jpg)
Predicting Advertising Effectiveness: Facial Coding of 120.000 Video Frames
The advertising and marketing companies have just received a new addition to their repertoire of the neuromarketing tools – automated coding of facial expressions of basic emotions.
![Classroom observations including facial expression analysis classroom-observations-facial-expression](https://www.noldus.com/static/images/core-blog/clinical-interviews.jpg)
Classroom observations including facial expression analysis
Internet and technology usage, including computers, tablets, and mobile phones, has increased exponentially in the past few years.
![Three examples of autism research studies examples-autism-research-studies](https://www.noldus.com/static/images/core-blog/examples-autism-research-studies.jpg)
Three examples of autism research studies
Knowledge is the key to developing a better understanding of autism. Researchers often observe and code behavior in combination with other research methods.