ACT Centre
A transdisciplinary research initiative at Thapar Institute of Engineering and Technology that bridges technological innovation and human experience.
Who we are
The ACT Centre brings engineering, cognitive science, social sciences, and the humanities together to take on real-world challenges no single discipline can solve alone.
It is backed by 10+ sanctioned projects, shared research labs, structured funding, and collaborative processes.
Such projects give wings to students, letting them move beyond the textbook into work that's genuinely their own.
What we do
Work across disciplines by design
Collaboration here isn’t incidental; it’s built into how research happens. The work combines academic rigor with real-world relevance, guided by ethical responsibility, inclusion, transparency, and an openness to critique and iteration.
Focus on research, not logistics
Operations teams manage shared facilities, equipment access, financial workflows, and reporting requirements, so you can give your attention to the work itself.
Explore Thapar Brain: Neuromarketing for Everyone
ACT’s flagship project is making neuromarketing accessible through a scalable, affordable, privacy-first digital platform. It helps universities, businesses, and public institutions understand audience behaviour by measuring attention, emotion, and engagement through real-world digital signals, combining analytics, creative testing, social media insights, and lab-grade validation.
Move from idea to proposal
Projects start with societally relevant questions, sharpened through cross-disciplinary discussion, before teams prepare proposals using ACT’s templates and guidelines.
Follow through on implementation
Approved projects follow defined processes for recruitment, procurement, progress review, and final reporting, in line with institute norms.
Share the impact
Where appropriate, ACT encourages dissemination through publications, events, tools, and public- or policy-facing engagement.
