George Deitz

Associate Professor at Department of Marketing & Supply Chain Management

Highlights

  • Increased likelihood of getting grant funding
  • Enabled getting great partnerships both outside and inside the university.
  • Ease of use for non technical people has been fantastic.
  • Enabled building up an internal capability very quickly.
  • Improved the department’s marketability and inbound interest due to sophisticated research.

Challenges

Dr. Deitz focuses his research on multilevel structural equation modeling applications for studying retail and service employee teams as well as using eye tracking and other psychophysiological sensors in gauging customer response to marketing information.

Initially the research at the University of Memphis relied on traditional methods. It worked, but kept them from being cutting-edge and bringing their reputation to the next level. Without further advancements it would be difficult to increase the level of the university and to partner up with corporations outside the university. Dr. Deitz knew that he needed to build up a new capability which could augment his methods with more cutting edge research methods like psychophysiological research. However, since they had no previous experience it was important to find a partner who had a simple to use solution as well had the expertize he could learn from to quickly ramp up the capability.

Benefits

Dr. Deitz and his team has now built up an internal capability and have ramped up really fast. Even though they are all non technical users, they have learned everything and has executed many studies and research projects already, with many publications in the works. The increased sophistication in the research and the more advanced research question they can answer has made it even easier to get grants, as well as forming commercial partnerships outside the university, and research partnerships within the university. “iMotions intuitive user-interface and their skilled team has made it a very pleasant experience for us. We have seen so many positive things come out of this, has built it into the education program, and are really happy with how far we have come in such a short period of time. I am excited about the next phase with even more increased student interests, more funding, and more partnerships in the bank,” says George Deitz, Associate Professor at the University of Memphis. In the future Dr. Deitz is hoping to increase the size of their research lab and to involve even more students in research projects.

Solution

Dr. Deitz started to look for solutions out there, and quickly found out that hardware was becoming a commodity and what really was important was the software connecting everything. It needed to be easy to use, hardware agnostic and flexible enough that hardware easily could be upgraded down the road. In iMotions he found exactly what he was looking for; a software partner that consulted him about the right hardware to use and that allowed him freedom to add or drop sensors as he desired. This flexibility was very important since the department and its researchers have different needs that had to be served at the same time. Dr. Deitz now plugs and plays eye tracking, electroencephalography (EEG), facial expression analysis and surveys and he has the freedom to add even more if he pleases.

Testimonial:

Dr. Deitz focuses his research on multilevel structural equation modeling applications for studying retail and service employee teams as well as using eye tracking and other psychophysiological sensors in gauging customer response to marketing information.

Initially the research at the University of Memphis relied on traditional methods. It worked, but kept them from being cutting-edge and bringing their reputation to the next level. Without further advancements it would be difficult to increase the level of the university and to partner up with corporations outside the university. Dr. Deitz knew that he needed to build up a new capability which could augment his methods with more cutting edge research methods like psychophysiological research. However, since they had no previous experience it was important to find a partner who had a simple to use solution as well had the expertize he could learn from to quickly ramp up the capability.

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