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Romain College Launches User Perception, Cognition, and Interaction Lab

The Romain College of Business is home to the User Perception, Cognition, and Interaction (UPCI) Lab, which launched May 3, 2017. The lab’s founder and coordinator, Dr. Dinko Bačić, assistant professor of Computer Information Systems, presented an overview, followed by a question and answer session and a brief demonstration. The opening was attended by nearly 40 faculty, administrators, students and guests, and was broadcast live on the College’s Facebook page.

Research in the UPCI Lab will focus on decision making in the context of computer-based information presentation and task by measuring human attention, arousal, cognition and emotion. Researchers will conduct experiments using leading software platforms that integrate subject responses through the use of eye tracking, facial expression, galvanic skin response, EEG, and survey technology.

The lab places USI and the Romain College on a small list of innovative and forward-looking institutions with a unique set of service offerings. It supports excellence in learning by providing students with unique skill sets, enabling faculty research, integrating biometric insights into the classroom, and stimulating synergy across USI’s campus and other universities. It has the potential to attract new students and faculty while improving local business and community practices through consulting services.

The vision is for the lab to create new knowledge that improves and engages our communities, which is supported by the mission to understand and improve human decisions and actions by exploring deeper insights from subconscious processes. The mission is enabled by an investment in people and state-of-the-art technology.

The UPCI Lab is a premier research biometric lab supported by the Romain College and other generous supporters of the college. It is located on the first floor of the Business and Engineering Center. Additional information is available on the UPCI Lab website.

 

Source: University of Southern Indiana, Romain College of Business

Link: http://www.usi.edu/business/romain-college-of-business -news-archive/2017-news/romain-college-launches-user-perception-cognit ion-and-interaction-lab/

Cutting-Edge Business Labs Advancing Learning The (U)PCI lab will focus on using leading integrated biometric technologies to measure human responses to information, products and designs. Biometric measurement of attention, emotional and mental states has emerged as the new and more nuanced approach to the evaluation of human response to a stimulus, as opposed to gathering information only through surveys or observation. Dr. Dinko Bačić, assistant professor of computer information systems, proposes the lab has the potential to provide students with unique skill sets, improve local business and community practices by offering consulting services, enable faculty research, integrate biometric insights into the classroom and stimulate synergy across USI’s campus and other universities, enhancing USI’s and RCOB’s reputation as a leading higher-education institution.

 

Source: illume, University of Southern Indiana, Spring 2017, p.37

Link: http://www.usi.edu/media/5603073/illume-spring-2017.pd f

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