The Interactive Diagnosis Laboratory provides faculty members, doctoral candidates, and students with the opportunity to conduct research using biometric methods. Traditionally, psychological constructs related to employee or consumer behavior have been measured through self-report methods such as surveys or interviews, where respondents consciously report their feelings. However, alternative measurement methods are now being developed in the form of neurometry (e.g., fMRI, EEG) and biometrics (e.g., electrodermal activity, eye-tracking, facial emotion recognition), which allow for the acquisition of information about respondents’ unconscious reactions. Autonomous measurements provide insights that are not accessible through traditional self-report methods, such as the impact of stimuli on the brain and respondents’ physiology.​

Laboratory Equipment:

The laboratory is equipped with the following hardware and software:​

  • ​Stationary Eye Tracker: Gazepoint GP3 HD with a frequency of 150 Hz, accuracy of 0.5–1.0 degrees of visual angle, and 5- or 9-point calibration. This device enables the measurement of consumer attention and cognitive effort by analyzing fixation times on specific areas of interest. The duration of fixations indicates users’ cognitive activity, while fixation frequency reflects interest in a given object.​
  • ​Mobile Eye Tracker: Pupil Invisible—eye-tracking glasses utilizing machine learning, connected to an Android system device for real-time gaze estimation, user management, data recording, and live data streaming.​
  • ​Shimmer 3 Wristbands: Used for measuring electrodermal activity (EDA) and heart rate. Parameters such as heart rate variability (HRV) and skin conductance levels are used to assess cognitive load and emotional arousal.​
  • ​iMotions Software: A tool for analyzing and integrating collected data. Available modules include: Core, Eye Tracking, Facereading (Affectiva), and EDA/GSR (Electrodermal Activity).​

Scientific Research:

Biometric research is beginning to play an increasingly important role in management sciences, as it allows for the acquisition of precise data regarding employees’ reactions to various stimuli and working conditions. This information can be used to better understand employees’ needs, enabling more accurate personnel management decisions. In the field of marketing science, biometric research plays an equally important role, providing precise information about consumers’ reactions to stimuli such as advertisements, product packaging, or website designs.​ By monitoring physiological reactions—such as changes in heart rate, skin conductance, or facial expressions—it is possible to gain a more accurate understanding of consumers’ emotional responses to such stimuli..

Scientific research conducted in the laboratory:

  • “The Hidden Impact of Online Reviews. Analysis of the Mechanisms and Effects of Post-Purchase Exposure to Online Word-of-Mouth Marketing”

                   Principal Investigator: A. Kacprzak

Funded under the “New Ideas 3B” grant in Priority Research Area V of the “Excellence Initiative – Research University” program, grant no. BOB-IDUB-622-396/2023

  • “The Impact of Multitasking, Time Pressure, and Cognitive Overload on Psychophysiological Costs and Work Performance”

Principal Investigator: K. Nowak

Funded by the National Science Centre (NCN) under the PRELUDIUM program, grant no. 17/25/B/HS4/02137

Education

We invite students to utilize the laboratory for conducting research as part of their bachelor’s and master’s theses. The use of modern measurement methods, such as biosensors, in HR and marketing research enhances the methodological value of the work. To date, under the supervision of Dr. B. Michałowicz, several theses have been defended using biometric methods:

  • M. Kwiatkowska (2024) – The Impact of Emotional State on Financial Decision-Making: An Analysis Using Eye-Tracking, HR/HRV, and GSR Sensors
  • L. Klein (2024) – Emotional Reactions of Users to Advertising in the Banking Sector: An Analytical Study
  • A. Lewandowska (2024) – The Influence of Using a Doctor’s Image in Pharmaceutical Advertising on Consumer Purchase Behavior
  • J. Dwojak (2024) – The Impact of Sexualization in Advertising on Product Perception Among Generation Z: An Eye-Tracking Study
  • M. Kozicki (2023) – Brand Recognition in the Brewing Industry: An Eye-Tracking Study
  • Z. Tomiczek (2023) – The Influence of Nudity on Product Perception in Advertising
  • K. Lipska (2023) – Consumer Behavior in Online Shopping Environments by Gender: An Eye-Tracking Approach
  • A. Kawczak (2023) – Website Readability Assessment Using Eye-Tracking Methods
  • M. Bratek (2023) – Analysis of Webpage Reading Strategies Using Eye-Tracking Technology
  • A. Gura (2023) – Shaping the Image of Sports Brands Through Neuromarketing Research
  • G. Chudzik (2023) – The Importance of Consumer Reviews in the Usability of Cosmetic Product Websites: An Eye-Tracking Study
  • A. Hryhareuski (2022) – Brand Recognition of Still Mineral Water: An Eye-Tracking Study
  • A. Krajewska (2022) – User Experience Research in the E-commerce Sector Using Eye-Tracking Techniques

Lab Team:

PhD Bartłomiej Michałowicz, Head of the Laboratory

Holds a PhD in Management Sciences. He completed his bachelor’s and master’s degrees at the Faculty of Mathematics and Information Science at Warsaw University of Technology, specializing in applied computer science and CAD/CAM system design. To deepen his expertise in biometric research, he undertook two long-term research stays at the University of Michigan, collaborating with Prof. Richard Gonzalez at the BioSocial Methods Collaborative. There, he gained advanced experience in biometric methodologies and technologies.

PhD Krzysztof Nowak, Deputy Head of the Laboratory

Holds a PhD in Economics and two master’s degrees—one in Physics and one in Psychology—all from the University of Warsaw. Dr. Nowak has advanced skills in statistical analysis, confirmed by specialized training at international institutions such as ICPSR at the University of Michigan, the University of London, and Utrecht University. He conducted biometric research as part of his doctoral dissertation titled “Hidden Costs of Employee Working Style–Job Characteristics Misfit.”

PhD Agnieszka Kacprzak, Associate Professor

Holds a PhD and habilitation in Economics, in the discipline of Management Sciences. She is a professor at the Chair of Managerial Psychology and Sociology and a co-founder of the Laboratory. Her research focuses on consumer behavior, particularly in the context of digital transformation. Prof. Kacprzak is the author of three books on customer experience and numerous articles on topics such as experience marketing, cyberloafing, and factors influencing changes in consumer behavior.

PhD Katarzyna Dziewanowska, Associate Professor

Holds a PhD and habilitation in Economics, in the discipline of Management Sciences. She is a professor at the Chair of Marketing and Vice-Dean for International Cooperation. Her research interests focus on consumer experience, value co-creation, and academic entrepreneurship. She is the author and co-author of books and academic papers in these areas. Currently, she is involved in research projects on value co-creation in the higher education sector and on shaping entrepreneurial talent in a global context.

Klaudia Macias, MA

PhD candidate at the Doctoral School of Social Sciences and graduate of the Faculty of Management at the University of Warsaw. Her academic interests focus on marketing communication, with particular attention to femvertising.

Mateusz Kiljańczyk, MA

PhD candidate at the Doctoral School of Social Sciences, graduate of the Faculty of Management and the Institute of Applied Social Sciences at the University of Warsaw. His academic interests involve the use of memes in advertising communication.