Prof. Bachman Fulmer

Assistant Professor of Accounting
California State University Fullerton

Highlights

  • Enabled cutting-edge research not possible without iMotions
  • Lead to winning an international award
  • Saved tremendous amounts of time
  • Avoided problems in data synchronization
  • Pushed the boundaries of what has been done in accounting so far

Challenges

Prof. Fulmer’s research addresses the psycho-physiological correlates of investor behavior. Specifically, he examines how novice and expert investors differ in evaluating complex stock market information such as price indices and charts for short- and long-term investments, and how the behavioral differences are reflected in physiological markers of attention, cognitive load and emotional arousal.
Building on his prior experience with eye tracking, Prof. Fulmer wanted to go beyond single-sensor setups for two reasons: firstly, the team wanted to get a deeper insight into several data streams at different levels of human cognition, emotion and behavior. Secondly, Prof. Fulmer desired to validate their findings across multiple modalities. In order to accomplish the project, a stimulus presentation and data collection framework that by far exceeded the engineering, programming and analysis skills of the team members was needed, as it would take months of preparation time and a lot of resources to synchronize and analyze the data after collection.

Benefits

After using iMotions Prof. Fulmer had the chance to do award winning cutting-edge research in his field of expertise. With his innovative ideas and iMotions’ feature to combine various sensors he could make a great impact for the accounting academy and push the boundaries of what has been done in accounting research so far. “The impact iMotions made to our projects is huge. The automated synchronization across sensors and stimuli as well as the data visualization and analysis tools allows for significant gains in productivity. The platform enabled me to accomplish outcomes that would have otherwise taken me months to prepare for. My project even won a prestigious international award. I wouldn’t have attempted the multimodal experimental data collection and analysis without iMotions Biometric Research Platform,” says Bachman Fulmer, Assistant Professor of Accounting at California State University Fullerton.

Solution

iMotions and its ease of data collection and synchronization enabled Prof. Fulmer to conduct a cutting-edge research project in due time that he would otherwise not have approached.
Prof. Fulmer and team accomplished all desired outcomes by simply expanding the existing lab setup (eye tracker and PC) by additional sensors. With the software it was possible to combine eye tracking, pupillometry, EEG and GSR, and get perfectly synchronized high quality data. The plug-and-play capabilities of iMotions furthermore enabled flexibly switching devices without losing calibration quality or facing synchronization issues.

Testimonial:

“The impact iMotions made to our projects is huge. The automated synchronization across sensors and stimuli as well as the data visualization and analysis tools allows for significant gains in productivity. The platform enabled me to accomplish outcomes that would have otherwise taken me months to prepare for. My project even won a prestigious international award. I wouldn’t have attempted the multimodal experimental data collection and analysis without iMotions Biometric Research Platform.”
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