GUEST LECTURES
Marie De Rick & Britt Moens
2021/2022
, GUEST LECTURE JELLE DEMANET –
FYSIOLOGISCHE DATA
He is in experimental psychology. He started as a behavioural researcher and then changed his topic to FMRI
research that he will explain later. But after doing 10 years of fundamental research, he had the feeling to do
something applied, so he started neuromarketing
From pure fundamental research to pure commercial research is a very big step because of the clients, they
don't always want to do scientific research. They just want to prove what they already think sometimes. So as a
scientist, that was sometimes very frustrating. So that's why now he works in the howest lab, there he can
apply those same methods in other contexts for example how can we help people with that in
Experimental sociologist combined with the focus on digital methods and with his experience on
neuromarketing
HITLAB
At HoWest he had the opportunity to make a team that is a mixture with a technical background and meta
science background. Always an overlap with the technology and users, they want to solve a problem for the
user (health care, factory and education).
For example, in education they are now building in the wood saw machine in VR and in that's in that
application we can also build all the instructional design principles so that people really can learn in this virtual
environment before they have to work with a very dangerous machine where they can cut their fingers
HIT – HUMZN INTERFACE TECHNOLOGY
They are making application and testing applications and doing research by showing people stuff. But also, we
build applications that try to understand the user. We really try to measure the user of an application of
technology as much as possible, to understand that users and to adapt based on our estimation of the mental
process is of the mental capabilities of the stress of that user, to make more intuitive applications.
VISIE
Shift of more implicit to explicit. Now we have the age where computers can estimate emotions, thoughts, …
, It is Intuitive as well because our brain is not always only rational. If you look at the systems, we see the system
one and system two explanation of Kahneman.
1. What you see is we have a part of the brain that allows us to think about stuff and rationally think
about it
2. And then we have that system two that needs concentration, it needs time. It's also needs effort to
make a rational decision.
So that's. How, in fact how we interacted with technology, also still now but, also in the 50s. But we want to
have a technology that really understands and really can be adapted to us. We also need to have methods that
allow us to measure system one that interacts with system one and system one is our very intuitive system. It's
our system that allows us to make very, speedy response, very fast and is effortless, almost like a reflex
MENSELIJKE DATA
Since the 50’s there is a trend ongoing: big shift in how we interact with technologies (from explicit to implicit)
Ex: in the early days when you want to do something, you really had to program it on a punch card
This makes it more intuitive because our brain isn’t always rational, cf. 2 systems of Khaneman !! we also
needs ways to measure the system 1
Some people say: most of our decisions are made unconsciously just again to show that if we want
technologies that really get us and our really intuitive we need methods to measure this system 1
Behaviour
Eye-tracking: It is for researchers but also for software experts. It is also becoming popular among
gamers.
Biometry: very easy to use outside the lab. It measures skin conductance, heart rate and …
Brain activation: all these kinds of EG devices exist now
EYE TRACKING
Where are people looking at? Where is their attention? Cognitive effort and arousal (because of the pupil size)
Note: of course luminance has also a big effect, but they found a
way to filter this out
Marie De Rick & Britt Moens
2021/2022
, GUEST LECTURE JELLE DEMANET –
FYSIOLOGISCHE DATA
He is in experimental psychology. He started as a behavioural researcher and then changed his topic to FMRI
research that he will explain later. But after doing 10 years of fundamental research, he had the feeling to do
something applied, so he started neuromarketing
From pure fundamental research to pure commercial research is a very big step because of the clients, they
don't always want to do scientific research. They just want to prove what they already think sometimes. So as a
scientist, that was sometimes very frustrating. So that's why now he works in the howest lab, there he can
apply those same methods in other contexts for example how can we help people with that in
Experimental sociologist combined with the focus on digital methods and with his experience on
neuromarketing
HITLAB
At HoWest he had the opportunity to make a team that is a mixture with a technical background and meta
science background. Always an overlap with the technology and users, they want to solve a problem for the
user (health care, factory and education).
For example, in education they are now building in the wood saw machine in VR and in that's in that
application we can also build all the instructional design principles so that people really can learn in this virtual
environment before they have to work with a very dangerous machine where they can cut their fingers
HIT – HUMZN INTERFACE TECHNOLOGY
They are making application and testing applications and doing research by showing people stuff. But also, we
build applications that try to understand the user. We really try to measure the user of an application of
technology as much as possible, to understand that users and to adapt based on our estimation of the mental
process is of the mental capabilities of the stress of that user, to make more intuitive applications.
VISIE
Shift of more implicit to explicit. Now we have the age where computers can estimate emotions, thoughts, …
, It is Intuitive as well because our brain is not always only rational. If you look at the systems, we see the system
one and system two explanation of Kahneman.
1. What you see is we have a part of the brain that allows us to think about stuff and rationally think
about it
2. And then we have that system two that needs concentration, it needs time. It's also needs effort to
make a rational decision.
So that's. How, in fact how we interacted with technology, also still now but, also in the 50s. But we want to
have a technology that really understands and really can be adapted to us. We also need to have methods that
allow us to measure system one that interacts with system one and system one is our very intuitive system. It's
our system that allows us to make very, speedy response, very fast and is effortless, almost like a reflex
MENSELIJKE DATA
Since the 50’s there is a trend ongoing: big shift in how we interact with technologies (from explicit to implicit)
Ex: in the early days when you want to do something, you really had to program it on a punch card
This makes it more intuitive because our brain isn’t always rational, cf. 2 systems of Khaneman !! we also
needs ways to measure the system 1
Some people say: most of our decisions are made unconsciously just again to show that if we want
technologies that really get us and our really intuitive we need methods to measure this system 1
Behaviour
Eye-tracking: It is for researchers but also for software experts. It is also becoming popular among
gamers.
Biometry: very easy to use outside the lab. It measures skin conductance, heart rate and …
Brain activation: all these kinds of EG devices exist now
EYE TRACKING
Where are people looking at? Where is their attention? Cognitive effort and arousal (because of the pupil size)
Note: of course luminance has also a big effect, but they found a
way to filter this out
