Pedro is the CEO of Mediaprobe. He holds a PhD in Psychology, in the field of Cognitive and Affective Neuroscience. He was Resident Researcher in the Neuropsychophysiology (Psychology Department) from 2007 to 2012 and a Professor of Biosocial Criminology (Law Department) from 2012 to 2022 at the University of Porto. His research expertise includes the cognitive electrophysiology of emotional processing, the biological bases of personality and decision making and applied psychophysiology. He has multiple peer reviewed papers in high impact journals. Throughout his career he combined his academic activity with consultancy roles in market research