ST. LOUIS – A new state-of-the-art computer lab in Saint Louis University’s Richard A. Chaifetz School of Business will analyze how humans interact with computers, improving web experiences across various platforms.

The Human-Computer Interaction (HCI) Lab uses innovative eye-tracking equipment to provide real-time data and information on how users interact with web interfaces.

Bidisha Chakrabarty, Ph.D., the Edward Jones Professor of Finance and Associate Dean of Research and Faculty Affairs in the Richard A. Chaifetz School of Business, said the new lab will place the School of Business at the forefront of innovation in business research and business education.

The lab includes several computers equipped with specialized eye-tracking hardware and software and VR headsets. Within the lab, researchers can track how users interact with what they see on the computer screen.

“We can process almost immediately people’s viewing patterns on any site,” she said. “We can inform businesses how people view their webpage, how long they spent on the site, how they navigated, where they focus more, and whether they returned.”

Chakrabarty said the lab was born from the School of Business’ long relationship with Nestle Purina, fostered under the leadership of Palash Bera, Ph.D., the Father Davis Professor of Operations and Information Technology in the School of Business.

After seeing how this technology could improve the customer experience on the company’s website, Purina provided a grant to help launch the lab.

“They have found this work very useful,” Chakrabarty said. “Companies spend millions each year on marketing and advertising. We can help target those efforts.”

The HCI will conduct human-computer interaction research for both academic and industry use. The data will be analyzed by a team of Chaifetz School faculty and graduate students.

“We plan to make it really easy for the end user,” Chakrabarty said. “We want to train more students to use the eye-tracking, VR, and AI technology,” Chakrabarty said. “We are also open to working with companies in the area, as well as other partners here at the University, for example the School of Science and Engineering, for academic research.”

She said the lab team already has ideas about collaborations with various colleges and institutes across campus. 

“We are excited for people to utilize the lab. If people come to us with ideas, we’ll take care of the logistics,” Chakrabarty said.

The School of Business will hold an official inauguration of the space on Tuesday, April 16.

About the Richard A. Chaifetz School of Business

Founded in 1910, the Richard A. Chaifetz School of Business at Saint Louis University has shaped the future of industry for more than a century. As one of the oldest business schools west of the Mississippi, the Chaifetz School has built a reputation as a leader in business education committed to innovation, inclusion and impact and recognized with eight undergraduate and graduate programs nationally ranked by U.S. News & World Report.

About Saint Louis University

Founded in 1818, Saint Louis University is one of the nation’s oldest and most prestigious Catholic institutions. Rooted in Jesuit values and its pioneering history as the first university west of the Mississippi River, SLU offers more than 15,200 students a rigorous, transformative education of the whole person. At the core of the University’s diverse community of scholars is SLU’s service-focused mission, which challenges and prepares students to make the world a better, more just place.