The Human Behavior Laboratory at Texas A&M University is one of the largest biometrics lab in the academic world, bringing together a transdisciplinary team of leading researchers and advanced technology to deliver insights never before produced at this scale and speed. From marketing and education to nutrition and economics, biometric research applies to a wide range of disciplines. When you understand how people make decisions, you can be better prepared to help them make better ones. Individuals can make better life choices about their health, finances, relationships, what they buy and how they manage risk. Businesses can increase product recognition and sales if they know what customers really want and how to reach them. Health providers can increase patient compliance and success by understanding how to motivate patients to develop self-control and adopt healthy behaviors.