Neuropsychology and Data
Experience as System State
Contemporary customer experience research is built on a fundamental category error. Experience has been treated as an opinion to be reported, even though it emerges as a biological and temporal system state.
This book argues that the dominant instruments of customer understanding—surveys, scores, and narrative feedback—are structurally incapable of guiding complex systems. Drawing on neuropsychology, cognitive science, and systems theory, experience is reframed as a dynamic interaction between human neural processes and digital architectures, unfolding in real time.
Rather than originating in questionnaires, experience arises at the interface between cognitive load, system latency, and behavioral constraints. What is commonly captured as “the voice of the customer” is shown to be a post-hoc narrative reconstruction, not a reliable representation of the underlying process.
Coming February 2026
Available soon on:
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Who is this book for:
- Decision-makers who sense that dashboards and metrics increasingly describe the past rather than explain the present or predict what comes next
- Professionals in customer experience, strategy, design, or technology who recognize that prevailing tools rest on outdated assumptions about human behavior
- Readers working with complex, adaptive systems where linear cause-and-effect models no longer hold
- Those who are less interested in optimizing dominant frameworks and more willing to question their conceptual and ontological foundations
Experience Is Physics, Not Narrative.
Human beings do not report experiences as they occur. They reconstruct them after the fact. Memory is not a storage device but an inferential process, shaped by bias, affect, and social context. As a result, customer feedback does not describe experience itself, but rather a narrative explanation of a decision already made at the neurobiological level.
Neuroscientific evidence demonstrates that decisions precede conscious awareness. Meaningful signals therefore emerge before explicit action, verbalization, or reflection. Experience cannot be inferred from outcomes alone; it must be observed through pre-conscious indicators such as changes in cognitive load, response latency, and behavioral rhythm.
From an architectural perspective, compressing experience into a single score is informationally void. Experience is not a point on a scale, but a state vector in a multidimensional system. What matters is not where the customer is at a given moment, but the direction, velocity, and stability of their movement through the system toward critical thresholds such as disengagement or commitment.
Once experience is understood as a controllable system state, responsibility shifts from interpretation to architecture. Digital systems actively shape behavior through structure, timing, and constraint. They are not passive channels but regulatory environments.
This book introduces a signal-based model of customer understanding, grounded in state transitions and dynamic control. It outlines how organizations can move from retrospective description to real-time system steering, applying the same principles used in high-frequency financial systems to interpret movement, volatility, and risk.
The future of customer experience does not lie in better narratives or more refined surveys, but in the capacity to model and regulate human-system interaction as a dynamic process.
This is not a methodological adjustment.
It is an ontological shift.
This is not a book about customer service.
It is a book about the physics that governs interaction in modern digital systems.