History of the Facility
The Biometrix Discovery Lab was opened on May 3, 2017 under the direction of Dr. Dinko Bacic. Originally named the UPCI (User Perception, Cognition and Interaction) Lab, the facility uses high-level technology to learn more insight about our decision making when doing everyday tasks. Located on the third floor of the Romain College of Business in BE3032, this lab has provided both students and businesses with the technology to learn more about how emotions shape decisions in our everyday life.
Mission Statement
Foster a culture of innovation and collaboration around cutting-edge biometric technologies to generate breakthrough discoveries, promote academic excellence through experiential learning, and positively impact businesses in the region.
Partnerships
The lab frequently partners with businesses and institutions in our region. These are some of the partners with whom we've worked.
"Using mobile eye-tracking technology, we are able to gain insights into human behavior that can support design decisions. Through a partnership with the University of Southern Indiana, we are pushing the boundaries on how this capability is utilized in our full stack of research tools.”
Students in Dr. Sabinah Wanjugu's Digital Marketing 355 class embarked on a transformative collaboration with ePackageSupply, a company specializing in procuring, distributing, and fulfilling various packaging product lines within the country. This semester-long project was aimed at elevating the company's digital presence and covered key topics such as web design, SEO, email marketing, advertising, and social media marketing. The students had the opportunity to present their findings to ePackageSupply on December 6 as the final step of this project.
To align with ePackageSupply's brand identity and customer needs, the students conducted a comprehensive web critique, by conducting surveys and utilizing the cutting-edge eye-tracking technology in the Biometrix Discovery Lab.
A collaboration with students to help optimize the organization's website. Provides opportunities for professional development for both students and faculty through research.
Faculty from the Romain College of Business worked with a family-owned producer of pet food and treats, based locally in Evansville, to use biometric research to provide insight and data for a product rebrand.
With the lab's eye-tracking glasses and technology, the goal of this partnership was to provide the museum with insights that could help them evaluate their current wayfinding efforts and signage at various places throughout the Museum.
“The data we received from the eye tracking technology is something we would have been hard pressed to collect any other way," said Susan Foutz, Director of Research and Evaluation at the Museum.
Publications
Bacic, D. (2017). Understanding Business Dashboard Design User Impact: Triangulation Approach Using Eye-tracking, Facial Expression, Galvanic Skin Response and EEG Sensors. In: AMCIS 2017., Boston, MA.
Bacic, D. and Milewicz, C. (2017). A Case For Using Eye Tracking, Facial Recognition and Galvonic Skin Response Data to Evaluate Delivery Mode Influences In Online Learning. Marketing Management Association Fall 2017 Educators’ Conference Proceedings.
Bacic, D. and Hu, X. (2021). Exploratory Discoveries from Eye-Tracking Tests of Wertheimer's Gestalt Patterns. In: The MIT Press.
Khayum, M., Milewicz, C., Mujumdar, S. and Ye, B. (2023). Do I Trust My Medical Professional on a Virtual Consultation? Biosensors, Human Computer Interaction and Trust-Building. 2023 46th MIPRO ICT and Electronics Convention (MIPRO).
Research Presentations
Bourne, C. & O'Dell-Schultz, J. (2023, March 30 - April 1). Where Are You Looking? – A Research Analysis Based on Eye-Tracking [Poster presentation]. 2023 AMA International Collegiate Conference, New Orleans, LA. (Courtney Bourne & Jaeden O'Dell-Schultz placed second in this international collegiate competition).
Jankuhn, N., Wanjugu, S., Ye, B., & Milewicz, C. (2022, August 12-14). Is This a Fair Price? – Using Neuroscientific Methods to Understand Fairness Perceptions of Dynamic Prices [Poster presentation]. 2022 AMA Summer Academic Conference, Chicago, IL.
Jankuhn, N. & Wanjugu, S. (2023, February 16). Potential Applications for Mobile Eye-Tracking Glasses in the Classroom [Lightning presentation]. 7th Annual Celebration of Teaching and Learning Symposium, Evansville, IN.
Get involved
Reach out to Biometrix Discovery Lab coordinator Chad Milewicz for more information about how you or your company can become partners.