Media & Press
Breaking ground with biometrics. The UX and Biometrics Lab is at the forefront of bringing professional research tools to business students.
Studying how people subconsciously respond to images, video, texts, and other media—which is externalized in ways like faster heartbeats and eye movements—is a cornerstone of contemporary marketing, user experience, and behavioral research. But business students rarely get the chance to work with biometric tools until they enter the field professionally.
At Loyola University Chicago's Quinlan School of Business, students in both bachelor’s and master’s degree programs are using these tools and conducting their own studies in a unique and sophisticated biometrics lab, gaining expertise in an important research field and a distinct advantage in their careers.
Publication Date: 10/2025
Source/Publisher: Quinlan School of Business
Undergraduate student presents research at AMCIS: Grace’s journey from classroom to conference
Grace Jakobs, a recent Magna Cum Laude graduate from Loyola University Chicago, had never attended an academic conference and was not sure what to expect when her group’s paper submission was accepted to Americas Conference on Information Systems (AMCIS). Her group was invited to present their research, but since no one else in her group was able to attend, Grace presented the group project alone.
As she stood behind the podium, the first word on her slide was…Sh*t
Publication Date: 9/2025
Source/Publisher: iMotions
Predicting Video Virality and Viewer Engagement Based on Biometric Data and Machine Learning
Our study demonstrates the potential of combining facial expression analytics, physiological signals, and machine learning to forecast human behavior. We view these results as a proof of concept that biometric data can indeed enhance our ability to predict content virality. An oft-used phrase in our paper’s introduction is that predicting virality is the “holy grail” of modern marketing—and while we are not claiming the grail is fully in hand yet, such biometric-driven models are a significant step forward.
Publication Date: 5/2025
Source/Publisher: NeuroIS Society
Biosensors, Bias and Basketball: A student's story
Loyola University of Chicago business students used iMotions to study gender bias in sports viewership. Their research revealed no physiological differences in engagement between men’s and women’s basketball games, suggesting societal factors influence viewership. This hands-on research experience provided valuable insights and unique opportunities for students in the business school.
Publication Date: 10/2024
Source/Publisher: iMotions
The Business Case for Human Behavior Research
When schools add physiological metrics to their teaching and scholarship, they expand industry connections and prepare students for data-driven jobs.
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Researchers can gain greater insights into consumer preferences by combining traditional research methods with tools that measure subjects’ physical and neurological responses to stimuli.
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When business schools add behavioral research initiatives, they promote interdisciplinary collaboration, solidify corporate connections, and develop novel research ideas.
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Companies are looking for business graduates who can make use of massive amounts of physiological data and understand the challenges of using it ethically.
Publication Date: 8/12/2024
Source/Publisher: AACSB
Q&A with Loyola University of Chicago Research Students
We're excited to end this week sharing an insightful Q&A with the talented research students from Quinlan School of Business, Loyola University Chicago! Learn how these students are leveraging iMotions tech to delve into the complexities of human behavior at the undergraduate level. Under the guidance of Dinko Bačić, the course "Analytical Decision Making" has provided these students with hands-on experience in biometric research, and we want to hear what they have to say. From exploring new methodologies to discussing the challenges and rewards of their research, this conversation offers a glimpse into the future of behavioral science and the innovative minds driving it forward.
Publication Date: 6/2024
Source/Publisher: iMotions
Advancing Student Success Through Biometric Research at Loyola University Chicago
At Quinlan School of Business, Loyola University Chicago, students are pushing the boundaries of business decision-making through innovative #biometric research. Under the guidance of Professor Dinko Bačić (Bacic), juniors and seniors are leveraging our newest iMotions Online platform to conduct groundbreaking studies, resulting in seven IRB-approved research papers in just one semester! From analyzing sports viewership to exploring the impact of subtitles on streaming, these projects showcase the transformative power of biometric data. This experiential learning approach not only equips students with invaluable skills but also positions them as competitive candidates in the data-driven job market. Take a look at our latest case study to see more on how iMotions Online supports student research by providing a versatile platform for data collection and analysis.
Publication Date: 5/2024
Source/Publisher: iMotions
Predicting video virality and viewer engagement: a biometric data and machine learning approach
Predicting video virality just got a whole lot smarter!This groundbreaking study conducted by Dinko Bačić and Curt Gilstrap combines biometric data and machine learning to revolutionize our understanding of what makes videos go #viral.
It's a game-changer for #marketing teams and content creators looking to make their videos stand out. Interested in what incorporating facial expression analysis and GSR reveals in their research?
Publication Date: 9/29/2023
Source/Publisher: iMitions
Exploring Pie Chart Visual Properties and Design Elements: EyeTracking Approach
What is the best way to present your research findings? Using visuals to communicate your results is an efficient way to synthesize your main findings. This paper focuses specifically on pie charts, and how they are approached by readers using eyetracking techniques.
Publication Date: 10/8/2022
Source/Publisher: iMotions
Iz znanstvenog kuta – Biometrijski senzori: nove granice informacijskih sistema i istraživanja ljudskog ponašanja
Biometrija ili metoda istraživanja podsvjesnih signala iz tijela, kako bi se otkrile inače skrivene značajke povezane s osjećajima, pažnjom, spoznajom i fiziološkim uzbuđenjem postaje sve važnija u unapređivanju našeg razumijevanja ljudskog ponašanja. Organizacije se danas suočavaju s uzbudljivim izazovima i mogućnostima integracije biometrijskih sustava i njihovih podataka u sveukupne informacijske sustave i ponudu proizvoda / usluga. Pridružite se predavanju izv. prof. dr. sc. Dinko Bačić (Bacic) (Loyola University Chicago) koji će predstaviti relativno novi svijet biometrijskih uređaja i kako se oni koriste u stvarnom komercijalnom i istraživačkom kontekstu. Primjeri tih uređaja uključuju uređaje kao što su sustav praćenja kretanja očiju, elektrodermalnog odgovora (GSR), EEG i sustavi analiza izraza lica…. Kao i uvijek, predavanje je otvoreno za javnost. Detalji na: https://lnkd.in/diST6fg
Publication Date: 5/25/2021
Source/Publisher: University of Split