Dr Joshua Balsters is Neuroscience Director at NIQ. Joshua joined NIQ after a successful academic career across Europe. He completed his BSc in Psychology and PhD in Neuroscience at Royal Holloway University of London, returning some years later to join the faculty as Assistant Professor for several years. Before taking his Assistant Professorship, Joshua completed postdoctoral fellowships at Trinity College Dublin (working for GlaxoSmithKline) and ETH Zürich where he was awarded the prestigious SNSF professorship award worth $1.5Million. Over the years, Joshua worked on a range of projects and has published extensively on topics like brain imaging methods, brain evolution, attention and the ageing brain, neuroeconomics and social decision making. Since joining NIQ in 2021, Joshua has been applying his vast experience in neuroscience and psychology to helping hundreds of clients improve their marketing.