functions as the principal investigator in the Tekes-funded NeuroService project (2014-2015). He is the head of the NeuroLab and his main research interest is consumer decision making in different contexts varying from buying and media choice to salary evaluation. Suomala applies cognitive science, behavioral economics and neurophysiological (mainly fMRI) approach in his research. He has participated in various research projects funded by the Academy of Finland (UCRET project, 1996-2001; SOCA, 2003-2007) and the Ministry of Education (STEMA project). In addition, he has been a visiting researcher at the University of California at Santa Barbara on two occasions, for a total period of three years.