Keynote Speaker · Consultant · Professor
I help executives and their teams cut through the hype of AR, VR, and AI — with keynotes, workshops, and strategy grounded in a decade of consumer research.
Trusted by organizations including
Speaking
What a decade of lab and consumer studies says about immersive tech in retail and services — your audience leaves knowing which use cases create value and which are expensive gimmicks.
How consumers actually respond to AI in marketing and service — and how to deploy it without eroding the trust your brand runs on.
A look past the science fiction: what neurotechnology can already measure about your customers, and the strategic and ethical questions leaders should ask now.
What XR genuinely changes about collaboration, training, and learning — separating the durable shifts from the hype cycle.
Why most digital transformation never reaches the customer — and how behavioral science turns technology investments into experiences people notice and pay for.
How open, transparent research separates real insight from noise — and how decision-makers can tell credible evidence from cherry-picked claims.
For keynote bookings, please include the event date, expected audience size, and preferred topic in your message.
Book a KeynoteConsulting
I help organizations navigate the intersection of immersive technologies, AI, and consumer behavior — translating cutting-edge research into actionable strategy.
Hands-on sessions that take your team from curiosity to a prioritized shortlist of AR, VR, and AI use cases — evidence-based and jargon-free.
Programs for leadership teams and professionals — from MBA-level digital strategy to tailored in-company curricula, as delivered for Allianz, APG, and the Dutch Ministry of I&W.
Independent, research-grounded counsel on where immersive technologies and AI fit your strategy — and where they don't.
Allianz · APG · Dutch Ministry of Infrastructure and Water Management · Maastricht University MBA
Jonas Heller is a tenured Assistant Professor (Universitair Docent 1) of Marketing at Maastricht University’s School of Business and Economics, where he directs DEXLab — a research lab specializing in immersive technologies, AI, and consumer neuroscience. He has secured €2.1M+ in research funding across 23 grants, published in leading international marketing and service journals, and advises organizations ranging from Allianz to government ministries on the behavioral science of digital transformation. He speaks internationally on AR, VR, AI, and the future of human-technology interaction.
Universitair Docent 1 is the tenured senior rank below Associate Professor in the Dutch academic system.
Research & Impact
Co-founder & Scientific Director of the Digital Experience Lab — a hub for AR, VR, AI, service robots, and neuroscientific tools at Maastricht University SBE.
Across 23 grants, of which €1.5M+ is external competitive funding — Marie Skłodowska-Curie, Comenius, NETSPAR, ERASMUS+, and international PhD funding from CSC and SACM. The remainder is internal, strategic, and event funding.
Pioneering research on AR, VR, and XR's impact on consumer decision-making in frontline services.
Combining experimental and econometric methods to study AI-driven marketing decisions.
Co-founded the Limburg Immersive Technologies Network connecting academia, industry, and SMEs.
Published in journals including Journal of Retailing, Journal of Service Research, The Leadership Quarterly, and Computers in Human Behavior.
MBA Digital Strategy, workshops & in-company training for Allianz, APG, Dutch Ministry of I&W, and more.
Publications
Seven selected papers. The complete list is on the publications page.
Becker, M., de Jong, D., Briker, R., Mennens, K., Heller, J., Mahr, D., Grewal, D.
2026 · The Leadership Quarterly 37 (3), 101952
Barrett, J. A. M., Jaakkola, E., Heller, J., Brüggen, E. C.
2025 · Journal of Service Research 28 (4), 614-633
Ciuchita, R., Heller, J., Köcher, S., Köcher, S., Leclercq, T., Sidaoui, K., Stead, S.
2023 · Journal of Service Research 26 (1), 3-20
Heller, J., Chylinski, M., de Ruyter, K., Keeling, D. I., Hilken, T., Mahr, D.
2021 · Journal of Service Research 24 (1), 84-103
de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., Mahr, D.
2020 · Journal of Advertising 49 (2), 109-124
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., Keeling, D. I.
2019 · Journal of Retailing 95 (2), 94-114
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., Keeling, D. I.
2019 · Journal of Retailing 95 (4), 219-234
Newsletter
Essays on what AR, VR, and AI actually do to customers and organizations — research-backed, hype-free.
Contact
Interested in research collaborations, speaking engagements, or consulting? Reach out.
Office
Room B1.17a, Tongersestraat 53
Maastricht, NL