The Romain College of Business is home to the User Perception, Cognition, and Interaction (UPCI) Lab. Research in the UPCI Lab will focus on decision making in the context of computer-based information presentation and task by measuring human attention, arousal, cognition and emotion. Researchers will conduct experiments using leading software platforms that integrate subject responses through the use of eye tracking, facial expression, galvanic skin response, EEG, and survey technology.
The lab places USI and the Romain College on a small list of innovative and forward-looking institutions with a unique set of service offerings. The vision is for the lab to create new knowledge that improves and engages our communities, which is supported by the mission to understand and improve human decisions and actions by exploring deeper insights from subconscious processes. The mission is enabled by an investment in people and state-of-the-art technology.