Análisis de indicadores emotivos del talento humano de una empresa en el área de venta de servicios mediante una interfaz cerebro-computador

This article presents an exploratory pilot study aimed at analyzing emotional responses during a sales process within a company. A brain–computer interface was used to estimate, in real time and under real-world working conditions, the salesperson’s emotional indicators of stress, excitement, engagement, and interest, as defined by the manufacturer’s proprietary performance metrics. Two service sales processes involving low and high levels of complexity were evaluated, and the salesperson’s emotional responses were compared with those observed during the baseline condition and during routine administrative tasks unrelated to sales activities. The study showed a high level of dedication to work, as reflected in the engagement and interest indicators. Additionally, the stress and excitement indicators estimated through the brain–computer interface showed the greatest variations associated with changes in task complexity, particularly the latter neurophysiological indicator.