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RealEye.io / Coffee Break Talks – Mustafa Seçkin Aydın

Coffee Break Talks with RealEye.io

We had an online coffee break talk with RealEye.io about our research. RealeEe.io, which is of Polish origin, enables eye tracking and emotion detection (from facial muscle movements) through camera hardware with the artificial intelligence-based software they have developed. These new methods, which provide reliable psycho/physiological measurements, bring a different dimension to human behavior and neuromarketing research. We get the chance to measure and evaluate our unconscious reactions, which we cannot measure with traditional methods (survey, interview).

AMTLab was supported by RealEye.io

Seçkin Aydın shared details about the thesis project and gave information about the projects and articles they carried out as a Lab. At the end of the meeting, Adam who is CEO of RealEye.io, wishing success in the projects that we are running as AMT lab, offered their pro software license to be used in academic research free of charge for a period of 3 months.

Biometric Data Harvesting in Human Behaviours Scope

What is Biometric Data Harvesting?

Biometric data harvesting (BDH) is a technique that covers the processes of collecting data consisting of people’s psycho/physiological responses to a certain stimulus with biometric tools and obtaining mature mixed data as a result of supporting these data with traditional methods such as questionnaires and interviews. The data obtained with BDH are converted into numerical and/or visual outputs by means of various software and enable to reach meaningful information. With qualitative techniques such as retrospective interviews and focus group interviews, it is possible to go down to the source of the psycho/physiological responses obtained as a result of BDH and to verify and mature the biometric data.

Traditional Methods + Biometrics

The inclusion of personal computers in daily life has led to the emergence of a new form of interaction called human computer interaction (HCI). The rapid transformation in technology has made the concept of HCI even more important. Academic studies to understand human behavior with HCI are generally carried out with traditional data collection tools such as questionnaires, focus groups and interviews. However, the inconsistency between the attitudes and behaviors of the participants causes debates about the use of traditional methods in human behavior research. At this point, biometric data tools, which take their source from the real physiological reactions of humans, come to the fore with their reliability. In addition, the fact that many human behaviors occur at the unconscious level reveals the importance of biometric methods that can measure the unconscious psycho/physiological reactions of individuals.

It is thought that remote biometric data harvesting will provide great convenience to cross cultural studies where participants from all over the world can be included cost-effectively. Eye tracking within the FACS technique provides an integrated method solution for web-based research. The combined use of GSR, HR and FACS techniques for biometric measurements and their support with traditional methods (retrospective interviews and questionnaires, etc.) are also recommended for future studies. It has been suggested that studies can be conducted on biometric data harvesting for areas such as brand, usability, customer/user/consumer/player experience, e-sports.

Seçkin Aydın had presented about Biometric Data Tools at the CIASOS 2021 Congress

M. Seçkin Aydın attended the V. International Applied Social Sciences Congress (C-IASOS – 2021) on October 8, 2021. Presenting the paper titled “A General Evaluation of Neuromarketing Techniques” at the congress, Aydın explained the neuromarketing practices and techniques that have been frequently mentioned recently. He drew particular attention to biometric methods and stated that biometric methods are much more cost effective than brain imaging methods in terms of being easy and reliable to use.

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