Thomas Heinrich Musiolik researches the possibilities of multisensory experiences in digital media. Which brand code stands for what, what emotions and feelings does it trigger, how does it have to look to enable multisensory brand communication in digital media to ultimately make the brand of the future in the digital space tangible.

He is also researching the societal changes that are emerging in the context of digitization. The aim of his work is to better understand the digitization and its effects on the human brain and make it usable as an benefit for the society.

As a doctoral student and researcher he stands for clear decisions, infectious ideas and the permanent questioning of the status quo. In doing so, he has a very own view of the world, which potentials hide behind many things and what we can make of it all.


  • Psychology and Cognitive Neurosciences
  • Human-Computer Interaction
  • Artificial Intelligence
  • Digital Innovations

Research Projects

  • Importance of situations for brand experience

    About the project.

    Due to the increasing use of mobile devices such as mobile phones and smartphones, in addition to the personality of the buyer (trait), the situation of the user (state) is increasingly decisive for the purchase. In the future, market research will require enormous knowledge about situative purchasing and decision-making behavior. One area of ​​the sciences that deals with this is situational research. It is located in consumer behavior research. Situational research describes situational influencing factors in order to make them use for the explanation of buying behavior. Central assumption: Consumers’ behavior can only be explained if, besides the individual, individual factors, situational factors are taken into account.

  • Design of experiences through digital media

    About the project.

    Effective Research: Designing experiences through digital media (“Affective Computing”), especially for digital storytelling with new digital technologies (360 degrees, augmented reality, virtual reality, holography, etc.) and the implications of these findings for new narrative and dramaturgies digital media (multi-year project).