S P Jain School of Global Management’s Dr Nicolas Hamelin Discusses The Connection Between Neuroscience and Leadership

Dr Nicolas Hamelin

Mumbai, November 15, 2019: Dr. Nicolas Hamelin, Director, Neuroscience Lab & Associate Professor of Marketing, SP Jain School of Global Management discussed the potential of quantifying leadership skills through brain research and psychology, at a seminar today. The session was attended by students, as well as leaders from more than 60 corporates across sectors such as Shipping, IT, Manufacturing, Media, Reality Firms and BFSI; to name a few Capgemini, Tata Group, Times of India, Mondelez India & Motilal Oswal amongst other leading companies.

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Dr. Hamelin spoke extensively on how neuroscience can significantly add to one’s understanding of leadership and development, and why leaders think and act the way they do. He further spoke about how neuroscience is the new frontier in marketing research, and its influence on recruitment, training, and evaluation of leaders in an organisation. The seminar, which was designed to help students and business leaders discover the connection between neuroscience and marketing, and how neuro-marketing, as it is known as works. Over the course of the seminar, Dr. Hamelin discussed the examination and exploitation of implicit or unconscious consumer processes. He also highlighted key features of the SP Jain Neuroscience Lab that provides actionable and in-depth understandings of consumer behaviour, which is based on the most advanced neuroscience concepts and tools.

Speaking about the emergence of neuroscience as a marketing tool, Dr. Nicolas Hamelin, Director – Neuroscience Lab & Associate Professor of Marketing, S P Jain School of Global Management said, “Traditionally, market research has been based on the method of self-reports. However, we have found that these surveys and questionnaires merely test the consumer’s rational brain. In fact, 95 per cent of all cognitive processes, such as attention, retention, retrieval and decision making occur in the subconscious mind. Neuroscience taps into this, to help understand the consumer’s mind, and provide marketers with detailed data, for how to reach their target audiences.” 

The talk was followed by an interactive demonstration of Imotions biometric platform. This is used as a tool to measure and predict visionary leadership and entrepreneurship skills, and was well received by students and corporate attendees alike.



Dr Hamelin’s research interests are in the fields of Neuromarketing, Consumer Behaviour, Social Marketing and Environmental Management. His latest research deals with the understanding of human decision-making processes – from consumers to traders, managers and leaders. Decision-making has historically been thought to be motivated by conscious cognitive processes, however, this is rarely the case. Decision-making is mostly based on unconscious and sometimes, intuitive processes, which are then ‘post-rationalised’. Dr Hamelin’s initial research focused on how emotions sway consumer choices one way or the other, and understanding the neuroscience of entrepreneurship, leadership skills and decision making.

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Dr Hamelin holds a PhD in Physics from Sussex University in the UK (1993), a MSc in Environmental Management from Ulster University and a PhD in Business from the Royal Docks Business School, University of East London. Dr.Hamelin has also a diploma in TV journalism from INA (Institut National de l audiovisuel in Paris) and is an in-country analyst for Euromonitor International, a London based global marketing research agency. He has worked as a research fellow for the City University of Hong Kong, the Foundation for Fundamental Research on Matter and the Energy Center of the Netherlands. In international business, he has worked at ST-Ericsson within the Nokia BU as a technical and strategic marketing manager. 


S P Jain is an Australian business school with campuses in Mumbai, Dubai, Singapore and Sydney. The School offers a plethora of undergraduate, postgraduate, professional and doctoral programs with a motive of crafting leaders for the 21st century workplace. Their full-time MBA and Global MBA programs have significant recognition as evinced through global rankings.

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–          Forbes: Top 15 Best International 1-year MBAs (2019-21)

–          Times Higher Education-Wall Street Journal: Top 5 Best International 1-year MBAs (2018)

–          Forbes: Top 20 Best International 1-year MBAs (2017-19)

–          The Economist: Top 100 Full-Time MBAs worldwide (2015)

–          Forbes: Top 10 Best International 1-year MBAs (2015-17)

–          Forbes: Top 20 Best International Business Schools (2013-15)

–          Financial Times: Top 100 Global MBA programs (2011 and 2012)

S P Jain is registered as a Higher Education Provider in Australia. Upon graduation, students receive a degree conferred by S P Jain School of Global Management, Australia. S P Jain’s world-class business courses are accredited by the Department of Education/Tertiary Education Quality and Standards Agency (TEQSA), Australia, and licensed by the Council of Private Education, Singapore and the Knowledge and Human Development Authority, Dubai. Click here to read more.

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