Enabling researchers without experience in neuroscience to become experts fast
2016-08-29T11:56:25+00:00 September 15th, 2015|
Prof. Dale Jolley
Director of the S/MART lab,
Utah Valley University
Increasing marketability of the students when they graduate
Enabling research at the forefront of new marketing testing
Offering usage of advanced technology without advanced degree
Providing solutions that are non-invasive and objective
Allowing more testing in a short period of time
Dale Jolley is the director of the UVU Vivint Neuromarketing Sales and Marketing Applied Research Test SMARTLab Lab at Utah Valley University, which focuses on sales training and any marketing related research topics. Their main focus lies on the combined usage of eye tracking, electroencephalography (EEG) and galvanic skin response (GSR).
Before iMotions powered the lab, Dale Jolley and his colleagues had different sensor technologies but not yet enough knowledge to utilize them to their fullest. Furthermore, integrating multiple sensors and getting perfectly synchronized data out of them that could be easily understood and create value to their clients was a true challenge. Since the integration of sensors is quite complicated, the SMARTLab faced challenges providing high quality data to their customers. This presented difficulties in their value proposition towards external partners and hindered further collaboration.
After purchasing iMotions, their confidence towards client offerings has increased as they have a dependable way to integrate complicated technologies and research methods. The software has allowed them to bring in research assistants without training them in neuroscience or computer science, thus enabling them to reach scientifically sound and valid conclusions very efficiently. The user-friendliness of the software also allowed students to gain hands-on experience, which has increased their attractiveness to potential employers. “Companies come to recruit our students shortly before they graduate because they see the value of them. iMotions enables our students to have a portfolio of work when they graduate and in some cases even a publication. This is what makes the students and the university much more marketable,” says Dale Jolley, director of the UVU Vivint SMARTLab. Dr. Paul Dishman, chair of the marketing department at Utah Valley University, adds: “Just as our knowledge and expertise are expanding, iMotions offers more and more features as well. Their development allows for even more sophisticated and complex research and we are convinced that their support can help us through understanding and successfully using those new technologies and features both now and in future research questions.”
Dale Jolley searched for a solution, and iMotions quickly surfaced as the go to platform to solve his challenges. He signed up and hasn’t looked back. The lab setup in the SMARTLab consists of a computer connected to an eye tracking device, a galvanic skin response sensor and an EEG headset. Through the iMotions platform, they can not only easily integrate and synchronize all sensor data, but also receive the data in a format that is easy to understand and report to a third party. The software gives them the ability to plug and play the different biometric sensors and shape their study setups according to their needs. The software is very intuitive, so most projects can be run by students, which enables the SMARTLab to quickly turn around projects and take on more diverse client sets.
“iMotions enables our students to have a portfolio of work when they graduate and in some cases even a publication. This is what makes the students and the university much more marketable, and companies now come to recruit our students shortly before they graduate because they see the value of what they have learned.”