Show-Me State Times

Saint Louis University has unveiled its new Human-Computer Interaction (HCI) Lab, equipped with advanced eye-tracking technology to analyze user interaction with web interfaces. This initiative aims to enhance business research and education within the Richard A. Chaifetz School of Business.

Bidisha Chakrabarty, Ph.D., who holds the Edward Jones Professor of Finance position and serves as Associate Dean of Research and Faculty Affairs at the school, emphasized the lab's potential impact: "The new lab will place the School of Business at the forefront of innovation in business research and business education."

The lab features computers with specialized eye-tracking hardware and software, along with virtual reality headsets. These tools allow researchers to monitor user interactions on screen. According to Chakrabarty, "We can process almost immediately people’s viewing patterns on any site," providing businesses insights into webpage engagement metrics.

The creation of this lab stems from a long-standing partnership between the School of Business and Nestle Purina, under Palash Bera, Ph.D., Father Davis Professor of Operations and Information Technology. After recognizing the technology's potential for enhancing customer experience online, Purina supported the project through a grant.

"They have found this work very useful," said Chakrabarty. "Companies spend millions each year on marketing and advertising. We can help target those efforts."

The HCI Lab will conduct research applicable to both academic studies and industry practices. Analysis will be conducted by faculty members and graduate students from Chaifetz School. "We plan to make it really easy for the end user," Chakrabarty added, noting plans to train more students in eye-tracking, VR, and AI technologies.

Chakrabarty also expressed openness to collaboration with local companies and other university departments such as the School of Science and Engineering for academic research projects. She mentioned existing ideas for partnerships across various campus colleges and institutes.

"We are excited for people to utilize the lab," she stated. "If people come to us with ideas, we’ll take care of the logistics."

An official inauguration ceremony is scheduled for Tuesday, April 16.

The Richard A. Chaifetz School of Business was founded in 1910 at Saint Louis University. It is recognized as one of the oldest business schools west of the Mississippi River, renowned for its commitment to innovation, inclusion, and impact in business education.