adidas-ASU Center for Engagement Science

Providing key actionable insights at the intersection 
of data and human behavior

adidas-ASU Center for Engagement Science

As the ability to analyze human activity data advances, understanding what motivates human behavior is emerging as one of the most revolutionary fields in clinical research today. The adidas-ASU Center for Engagement Science is a hotbed for discovery, where industry and academia join forces to create a systematic approach to understanding the cognitive, emotional and environmental processes that drive individuals toward engagement with products, experiences and stories.

Co-located at ASU, we turbocharged our access to the vast talent pool within the nation’s most innovative university, from its best and brightest students to faculty and researchers on the cutting-edge of scientific discovery. By combining the resources of one of the most innovative brands in the world (adidas) with one of the most dynamic and innovative universities (ASU) we offer a unique perspective and contribute to the foundation of one of the most relevant topics of modern economy: engagement science. 


Meet the Center for Engagement Science Team:


Meet the Team

Our Focus

We develop and deploy advanced multidisciplinary research models grounded in lab and field work to quantify and deeply understand the “whys” behind human behavior. In particular, we have recently started focusing on creating a completely new approach to the quantification, modeling and real-world application of human perception in respect of design, storytelling and in general the interaction with the physical, social and economic environment.

The center is breaking new ground by co-developing novel investigative methods and applications in order to solve a vast array or real-world problems in the space of human-human and human-environment interaction. As part of this process, we are inviting other partners to join our efforts in order to create a multi-institutional, trans-disciplinary, user inspired knowledge ecosystem that is a prerequisite for today’s applied research. With this approach, we position ourselves as a hub for much-needed, cross-industry idea exchange that spans well beyond academia.

Dr. Aurel Coza
Center Director

Our mission

Our mission is threefold:

  • To advance the fundamental knowledge of applied computational behavioral science
  • To create and deploy tools, methodologies and generalized mathematical models for quantitative evaluation of perception
  • To provide businesses access to ASU’s powerhouse of knowledge to solve R&D and real-world applications challenges

Today, advanced technological platforms and web-based tools allow businesses to collect more data than ever before.
Yet the challenge of understanding and making practical use of this data still remains. We’re here to help you avoid
getting lost in a statistical paralysis by analysis and to deeply understand people, who are infinitely complex, and the choices they make.”

Grace O’Sullivan
Vice President

Our services

We empower you to gain insight into human behavior and perception through a variety
of consulting services and tools:

  • Lab-based, on-site or remote interactive behavior assessment and experience optimization tools and methodologies
  • End to end data aggregation and analytics platform architecture
  • Product, experience and narrative perceptual and emotional response quantification
  • Physiological, neural, psychological, gesture and human kinematics data analysis
  • Sport and human activity performance and attitudes

For more information, please feel free to contact us.

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