Marco Mandolfo graduated in Management Engineering with a specialisation in Digital Business and Market Innovation. Currently, he is PhD Candidate at Politecnico di Milano at the Department of Management, Economics, and Industrial Engineering. His main research focus is on consumer behaviour and marketing research techniques. His current research stream centres on consumer decision making analyses through applied psychophysiology and neuroscience tools. He conducts applied research at the Physiology, Emotions and Experience Lab (PHEEL) of Politecnico di Milano.