Research

Abdul Hannan interest lies in the places wherein the knowledge about consumer behaviour, statistics and neuromarketing. His PhD is research about: Application of eye-tracking and virtual reality in consumer sensory evaluations.  Eye-tracking (ET) and virtual reality (VR) are two rapidly developing fields of immersive studies. On one hand, eye-tracking has been successfully used to identify the connection between eye movement and food choice, to evaluate label designs or even to predict food choice. Virtual reality, on the other hand, is a relatively new technology, which enables the researchers to create virtual scenes for the participants. Virtual reality offers a great advantage in situations, where the stimuli is difficult to change. The application of VR technology enables us to create virtual scenes and to measure consumer behaviour in different situations. The joint application of ET and VR gives an endless possibility in the analysis of consumer behaviour. As the technology works with image and video stimuli, detailed designs of experiments can be created and executed to get reliable results.

Abdul Hannan is expected to get a deep knowledge of ET and VR. As these technologies are quite new to the scientific literature, it is expected to create good practices by uncovering key factors influencing the quality of the measurements. Not only new methods but also novel data analysis procedures are expected to be introduced, as the combined results of these tools give an enormous amount of data describing the participants’ behavior and activity during the tests.