Dear Garrett,
Thank you for raising this important question. We have been exploring how people think about similarities between objects, and for that we use what we call a neuromatrix. It allows us to reconstruct similarity data with simple fuzzy-set operators, in a way that resembles how neurons fire only when inputs exceed a threshold. This reflects the intuition that some features carry more weight in our judgments, while others fade into the background-closer to how cognitive and physiological processes actually work:
- Grobelny, J., Michalski, R., & Weber, G. W. (2021). Modeling human thinking about similarities by neuromatrices in the perspective of fuzzy logic. Neural Computing and Applications, 33(11), 5843-5867.
What excites us is how this connects with Neuro-Operations Research (neuro-OR). Neuro-OR goes beyond behavioral observations by combining physiological measures such as eye tracking, heart rate, and skin conductance to reveal the unconscious processes that shape decisions. While the neuromatrix helps us uncover hidden mental structures behind similarity judgments, neuro-OR anchors decision-making in real-time signals from the body.
- Kropat, E., Tikidji-Hamburyan, R. A., & Weber, G. W. (2017). Operations research in neuroscience. Annals of Operations Research, 258(1), 1-4.
- Kalaycı, B., Purutçuoğlu, V., & Weber, G. W. (2022). Operation research in neuroscience: a recent perspective of operation research application in finance. In Operations Research (pp. 170-190). CRC Press.
For us, bringing these perspectives together opens up possibilities in areas like risk management, supplier choice, or human–machine interaction-situations where decisions are rarely driven by pure logic alone but also by subtle, often hidden, cognitive mechanisms.
Best regards,
İsmail Özcan *
Department of Engineering for Industrial Systems and Technologies, University of Parma,
📧 ismailozcanmath@gmail.com
Erik Kropat
📧 Erik.Kropat@gmx.de
PhD,
Gerhard-Wilhelm Weber
Faculty of Engineering Management, Poznan University of Technology,
📧 gerhard.weber@put.poznan.pl
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Gerhard-Wilhelm Weber
Professor
Poznan University of Technology
Poznan
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Original Message:
Sent: 09-26-2025 09:40
From: Garrett Johnston
Subject: Neuro-Operations Management: A New Frontier in OR/MS?
We're used to thinking about operations management through models, metrics, and behavior... but what if we could go deeper?
In the recent interview, An Interview on Neuro-Operations Management, Professor T. T. Niranjan (Indian Institute of Technology Mumbai) discussed neuro-operations management (neuro-OM) - a fresh approach that explores the psychophysiological processes behind decision-making in operations and supply chain management.
Unlike behavioral OM, which infers psychology from observable actions, neuro-OM dives directly into the "black box" of the human mind using tools like eye tracking, heart rate monitoring, and skin conductance to uncover unconscious drivers of operational decisions.
Highlights from the interview:
- Neuro-OM is inspired by fields like neuromarketing and neuroeconomics, but uniquely tailored to the cognitive complexity of OM tasks.
- Eye tracking is a key tool, offering dynamic insights into how decisions evolve - like why participants might stick with a "bad" supplier out of familiarity.
- Challenges include small sample sizes, high data volume, and the need for interdisciplinary collaboration.
- The future? Wearable and web-based eye tracking, real-time behavioral insights, and deeper industry-academic partnerships.
Let's discuss:
- Have you encountered neuro-OM in your work or research?
- What potential do you see for neuroscience tools in operations and analytics?
- What questions or concerns do you have about this emerging field?
What do you think of this neuro-focused approach? Drop your thoughts below!
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Garrett Johnston
Membership Engagement Coordinator
gjohnston@informs.org
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