This laboratory was created to seek answers to questions that few companies, researchers, or individuals dedicate themselves to investigating.

Not because it is an impossible field.

Not merely because it is a new field.

But because it is an uncomfortable field.

Working with differences in perception means working with different cognitive realities, different ways of interpreting the world, and different internal structures that influence decisions.

The greater the amount of information available within a given system, the greater the complexity of processing and interpreting that information to reach objective conclusions and build consensus among people, groups, and ideas.

By understanding the mechanisms, recognizing differences in perception, and identifying the foundations that underpin these interpretations, we enable:

• greater clarity in the use of technologies;
• greater wisdom in understanding individual limits and their social impacts;
• greater humanization of relationships within a context of increasing automation.

The laboratory produces data, information, and analyses regarding:

• differences in perception;
• applied cognitive intelligence via artificial intelligence;
• the materialization of metrics to measure experience and true customer-centricity within organizations.

A laboratory member produces data, information, or knowledge.

Data is produced through collection activities carried out during educational initiatives or research conducted in business settings.

Information is generated from studies conducted using our proprietary algorithms.

The studies and analyses are carried out by associate researchers and the laboratory's founder.

Todos os dados brutos gerados e todas as análises realizadas são de responsabilidade e domínio das empresas às quais as ferramentas utilizadas pertencem.

Entretanto, após a publicação dos resultados das análises, os conhecimentos produzidos tornam-se de domínio público.

The participating school receives ready-to-apply educational activities, developed through thematic studies on differences in perception and on raising awareness about using artificial intelligence as a tool to support increasingly intelligent reflection.

At the end of the participation, teachers receive information about their students' decision-making patterns.

The school receives:

• comparative analyses between students and different scenarios;
• possible access to studies conducted in other locations;
• new knowledge produced from the laboratory's research.

The student receives information to use artificial intelligence more assertively.

In addition, they receive:

• their decision-making profile;
• the results of the research conducted;
• greater awareness of their own mechanisms of interpretation and choice.

A participating researcher, through an associated research laboratory, receives data to develop their scientific activities.

In return, they provide the information and results produced from this research, publishing jointly with the laboratory's founder.

Working with decision-making means working with different perceptions.

Perceptions are built from values, cultures, experiences, forms of relationship, interests, and practices that differ between individuals and groups.

As decisions increasingly depend on complex systems, the goal of the itinerant laboratory is to understand how these systems influence the way people see things.

The proposal is to carry out comparisons capable of revealing how individual differences influence organizational processes, collective decisions, and the construction of shared realities.

Participating cities are chosen according to criteria related to:

• tourist interest;
• local development;
• multiculturalism;
• openness to innovation;
• tourism strength;
• cosmopolitan characteristics.

The choice takes into account the city's potential as a rich environment for observing different perceptions, cultures, and forms of social interaction.

The studies are funded through institutional partnerships and companies participating in the research.

Participating companies can commission the studies and services developed by the laboratory, using these investments to fund the continuity of the research, analyses, and production of knowledge.