Roxana Barbu Headshot

Roxana M. Barbu, PhD

Cognitive data specialist Canada


Roxana Barbu graduated with a PhD in Cognitive Science, an interdisciplinary field aiming to understand human cognition. In her day to day work, she puts those insights to use at Macadamian, a research & design healthcare consultancy.

Roxana leverages her in-depth understanding of human cognition and neuroscience to uncover insights that traditional UX methods may miss – “human decision-making and behaviour are often driven by unconscious processes, which the users cannot describe themselves.” Her overarching goal is to contribute to the creation of innovative experiences and compelling digital solutions that are good for people and good for business.