Here are some of the latest trends in eye tracking research, as it pertains to consumer behavior.
Biometrics and Innovation Lab
ABOUT US | STAFF | CURRENT PROJECTS | BLOG
The Biometrics and Innovation Lab (BIL) is an interdisciplinary research center housed in the School of Communications at Grand Valley State University. Our mission is to inspire, innovate, and spark data-driven communication research and teaching to uncover human behaviors using biometrics and digital analytics tools and techniques.
We provide:
- Hands-on training for students in biometrics and digital analytics tools.
- Inspiration for students and educators in social scientific research using biometrics and digital analytics tools and techniques.
- The means to conduct interdisciplinary and applied research related to digital media, virtual reality (VR), augmented reality (AR), mobile technology, and emerging technologies like biometrics.
- Consultancy services to agencies, community organizations, media, and professionals to tackle real-world challenges.
The Biometrics and Innovation Lab is an interdisciplinary research center housed in the School of Communications at Grand Valley State University. The BIL’s mission is to inspire, innovate, and spark data-driven communication research and teaching to uncover human behaviors using biometrics and digital analytics tools and techniques. The Lab aims to inspire research collaboration between scholars, professionals, and learners to understand audience behaviors for strategic decision-making. The focus is on innovative communication research and teaching to tackle the challenges of technological changes that influence advertising and public relations practices. The Lab aims to empower learners by igniting a passion for data-driven research for professional excellence and public service.
Biometrics Lab Staff
Dr. Imran Mazid
Associate Professor
About
Dr. Imran Mazid is an Associate Professor in the School of Communications at Grand Valley State University. His research focuses on the strategic use of social media in public relations, particularly how storytelling and social presence can enhance audience engagement. Dr. Mazid employs a range of research methods, including quantitative analysis, computational approaches, biometrics, and natural language processing, to uncover strategic insights. He received several awards for his scholarly research.
A central theme of Dr. Mazid's work is the intersection of big data and digital media. Through empirical analysis of large datasets, he investigates how strategic message design influences audience engagement. His research provides actionable insights that professionals can use to craft persuasive content for public relations campaigns. Dr. Mazid's work has been published in prestigious journals such as the Public Relations Review, Public Relations Journal, International Journal of Communication, International Journal of Strategic Communication, Journal of Health Communication, South Asian Popular Culture, and Action in Teacher Education. He presented numerous research papers to national conferences.
Degrees
Ph.D., Mass Communication, Ohio University
MEd., Educational Research, Ohio University
M.A., Communication Studies, Edinboro University of Pennsylvania
M.S.S., Mass Communication and Journalism, University of Dhaka
B.S.S. (Hons), Mass Communication and Journalism, University of Dhaka
Contact
Email: [email protected]
Office: 279 LSH
Phone: 616-331-2494
Professor Robin Spring
Associate Professor
About
Professor Spring’s professional work in radio, television, print and agency provide her with multi-faceted experiences in advertising, public relations and strategic communications. With 20+ years of industry experience, Robin’s work in the field has taken her from Michigan, to the U.S. Virgin Islands, Texas and back. Practical knowledge of client relations, strategic planning, creative campaigns, copywriting, sponsorships, partnerships, special events, celebrity promotions, media relations, sales, on-air work in radio and television, fundraising, and integrated marketing communications in various cultures and professional teams translate well in the Advertising/Public Relations and Communication courses she teaches.
Professor Spring’s research centers around advertising education; pedagogy; diversity, equity and inclusion (DEI) and creativity in the advertising industry. Professor Spring launched the GVSU Advertising/Public Relations Biometric Lab with eye tracking, facial expression analysis and galvanic skin response (GSR) capabilities and is iMotions certified.
Contact
Email: [email protected]
Office: 127 LSH
Phone: 616-331-8197
Georgia Hessel
Graduate Assistant
About
Georgia Hessel is the Biometrics Lab Graduate Assistant for the 2024-2025 school year. Her interest in biometric studies stems from her cross-disciplinary background in advertising and film. Working in the lab, she is assisting Dr. Mazid in his current research on social media and virtual influencers.
Degrees
M.S., Communications, Grand Valley State University *in progress
B.A., Advertising and Public Relations & Film and Video, Grand Valley State University
Contact
Email: [email protected]
Office: Biometrics Lab - LSH 125
Phone: Lab number - 616-331-8094
Contact
Looking to collaborate on a research project?
Classroom projects, scholarly research, and outside businesses are all invited to connect with us.
Email [email protected] for more information.