Design for the Instinctive Mind.
Neuroscience-led UX research for product and brand.
Users can't tell you
what their brain decided.
Surveys, focus groups, and usability tests measure what people remember and rationalize. Real decisions happen earlier, in milliseconds, before language. We measure what's missed.
The Phoenix Framework™.
A research methodology grounded in cognitive neuroscience, refined through doctoral research at the University of Piraeus and twelve years of corporate UX practice. Four stages, two proprietary instruments, one defensible outcome.
Frame
Define the decision the user is making, and the moment it happens.
Measure
Capture attention, cognitive load, and emotional response with EEG and eye-tracking.
Translate
Convert neural and behavioral data into design and brand decisions.
Apply
Deliver prioritized recommendations with measurable outcomes.
UX Benchmark Model
8-Dimensional UX Evaluation
A specialized evaluation framework spanning eight UX dimensions, built on international standards and adapted for benchmarking Greek and European digital products. Used to quantify performance gaps and guide prioritization.
NCES
Neurocognitive Engagement Score
A composite measurement tool that combines four EEG signals (emotional intensity, cognitive load, memory recall, contextual relevance) with self-report data. Produces a holistic profile of user experience, validated against international UX research standards.
Where users hesitate.
Audits, research, and competitive analysis for digital products. We map where attention drops, trust breaks, and conversion fails. We return with prioritized decisions, not opinions.
Start with a UX Audit →Beyond what users can tell you.
EEG and eye-tracking measure what self-report cannot: attention, cognitive load, emotional response. Lab-grade validation for brand, advertising, and pre-launch concepts.
Explore the Lab →Founder & Principal Researcher
Dr. Olga Tsatsani.
UX researcher and cognitive neuroscientist, with twelve years of corporate practice across digital publishing, agencies, and international consumer brands.
Currently, Senior Brand Experience Researcher at an international consumer brand, and founder of Phoenix Insights, where she collaborates with companies, applying neuroscience methods to product and brand decisions.
Her doctoral research at the University of Piraeus investigates how users' minds change during digital interaction.
Trained in psychology (NKUA), cognitive neuroscience, and clinical research (Erasmus University Rotterdam). Member of Hellenic Neuropsychology Society (HNPS), fellow researcher at iLEADS.
CX & Digital Operations SME
Dimitris Zikas.
Customer Experience and operations leader, with more than a decade of practice across Fintech, eCommerce, Hospitality, FMCG, and iGaming. The bridge between research insight and measurable commercial impact.
At Phoenix Insights, Dimitris leads CX strategy and digital operations. He designs and facilitates the workshops that turn neuro-research findings into decisions a team can ship, and connects EEG and eye-tracking data to concrete CX moves, operational changes, and measurable business outcomes.
Process redesign and Voice of Customer analysis anchor the practice. Each engagement defines the business questions, maps them to the right research methodology, and tracks CX KPIs — NPS, engagement, retention — so every change is held to a measurable standard.
MBA from the University of Derby, with certifications in Lean Six Sigma, Business Analysis, and AI & Machine Learning. Specialized in data driven CX optimization, retention strategies and processes automations.
A foundation built on both.
Academic
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PhD, Digital Transformation
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MSc Cognitive Neuroscience & Neuropsychology
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MSc Clinical Research in Psychology
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BSc Psychology
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Memberships
Corporate
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Senior Brand Experience Researcher
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Lead UX Researcher
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UX Researcher
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UX Researcher
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Statistics Lecturer
ENECO partnered with Phoenix Insights to redesign their digital platform through the Phoenix Framework™.
The engagement began with strategic UX workshops, persona development, competitive analysis, and a full information architecture redesign. It will extend into EEG-based neuro-validation — measuring user experience across the existing application and the redesigned platform once live.
Selected Publications
Tsatsani, O., Patergiannaki, Z., & Pollalis, Y. Unraveling the Dynamics of e-Government Digitization, Penetration and User Experience: A Case Study of Greek Municipalities. Journal of Strategic Innovation and Sustainability, 19(3). 2024.
Read →Patergiannaki, Z., & Tsatsani, O. Analyzing the Key Factors Impacting on the Digitalization and Penetration of e-Government: A Case Study Analysis of Greek Municipalities. ICEGEJ 2020.
Read →Tsatsani, O., & Pollalis, Y. E-Government and User Experience: Evidence from Greek municipalities. SPOUDAI Journal of Economics and Business, 75(3–4), 35–79. 2026.
Read →Let's talk.
Phoenix Insights takes on a limited number of engagements each quarter. Typical start: 2–3 weeks from first conversation.