Associate Professor

Martijn Willemsen

Department / Institute
Industrial Engineering and Innovation Sciences
JADS Den Bosch
EAISI Foundational
EAISI Health
Data Entrepreneurship


Martijn Willemsen is an Associate Professor on human decision making in interactive systems in the Human Technology Interaction group at Eindhoven University of Technology (TU/e) and at the Jheronimus Academy of Data Science in Den Bosch (JADS). He researches the cognitive aspects of Human-Technology Interaction, with a strong focus on judgment and decision making in online environments. From a theoretical perspective, he has a special interest in process tracing technologies to capture and analyze information processing of decision makers.

His applied research focuses on how (online) decisions can be supported by recommender systems, and includes domains such as movies, music, health-related decisions (food, lifestyle, exercise) and energy-saving measures. His recent focus is on interactive recommender systems that help users to move forward, developing new preferences and/or healthier behavior, rather than reinforcing their current behaviors. Such systems can provide personalized behavioral change. Martijn also focusses on interactive and explainable AI, with recent work studying health and sport coaches interacting with prediction models.


Martijn Willemsen holds an MSc in Electrical Engineering and in Technology and Society from TU/e. After obtaining his PhD in the psychology of decision making, he obtained a Veni grant from Dutch national science foundation NWO. He worked as a postdoc at Columbia University, where he developed, together with Eric Johnson, mouselabWEB: an online tool for studying information acquisition processes of decision makers. Recently, he led a project on IoT rivacy decision making funded by NWO and NSF, in collaboration with Clemson University (US). 

In addition to his position at TU/e, Martijn also teaches in the data science programs of the Jheronimus Academy of Data Science (JADS). 

His research has been published in leading conferences like CHI, IUI and RecSys and journals such as User Modeling and User-Adapted Interaction (UMUAI), Transactions on Interactive Intelligent Systems (TiiS), Computers and Security, Frontiers in AI, Journal of Behavioral Decision Making,  Psychological Review and Organizational Behavior and Human Decision Processes.