Research space and eye tracking

The 17. September event was followed by great interest, and the information room was packed to capacity. In addition to university and professional supporters, the city administration and the media also participated in the briefing and then in the demonstration of the focus group research. According to the indication received on the registration, it was randomly determined who would be on either side of the so called “detective” (one-way) mirror.

Blending theory and practice

The youngest department of the University of Pannonia and the Faculty of Business and  Economics is the Marketing Institute headed by Dr. Zoltán Veres. Yet the realization of the Focus Lab has become a matter of the heart of almost the entire city. The University, having nearly ten thousand students, plays a significant role in the life of the city of Veszprém and the region as an innovation knowledge center. This investment of 56.5 million HUF goes much further than the possibility of a competitive, international-level, practical teaching of the research subject. This project actively contributes to making the University of Pannonia the engine of innovation, science and economy in the region, connecting academic and market participants in the spirit of mutual value creation.

“We have created an advanced service infrastructure that builds on the extensive expertise and international marketing experience of our instructors. The focus laboratory equipped with an eye camera helps the work of product developers, marketing specialists and analysts with the most modern research tools.” said in her greeting Dr. Beáta Fehérvölgyi, dean of the Faculty of Economics Sciences.

“The Ministry of Innovation and Technology and NKFIH consider the development and modernization of university infrastructures important for the economy and in the long run for the whole country. In our programs, we place great emphasis on fostering a university-centric innovation ecosystem. This application is a good example of how the knowledge base of universities can be utilized in practice, we want to encourage this direction in the market, based on knowledge centers.” emphasized Dr. Zoltán Birkner, President of the National Office for Research, Development and Innovation, and then emphasized that universities are also responsible for the national knowledge wealth and its enrichment.

The market sector was represented by, among others, the head of Herendi Porcelánmanufaktúra Zrt. operating in the region and the vice-president of the Balaton Circle. Dr. Beáta Fehérvölgyi also announced that the cooperation with the Exxonmobil Business Support Center will be signed later this day.

Research gold mine

Otília Dörnyei, a master lecturer at the University of Pannonia, incorporates her practical experience gained at GfK into the curriculum. While introducing those present to the behind-the-scenes secrets of the 170 m2 laboratory, she emphasized that even BA students can participate in the activities of the Focus Laboratory, so that in addition to classical research models, they can learn and master the most modern methodologies and tools. In addition to students, researchers, faculty academics, university partners, market participants, and various industry players can also benefit from this facility.

Participants were delighted to try out the Tobii Pro Glasses 2 type eye tracking device, which can be used to track eye movement and viewing as well as record sound. Tracking emotions in product, packaging, communication development, and heat maps showing viewing density can be guidelines in measuring the effectiveness of messages. The lab also has fixed camera equipment, mainly for testing web appearances and print publications.

Tastings and preparatory talks can also be held in the lobby with kitchenette. The Focus Lab group room is extremely spacious and can accommodate up to 12 people. Equipped with two cameras, two microphones, a giant screen and a one-way mirror, it is the ideal infrastructure for conducting focus group research. In the demonstration, a moderated discussion took place on the topic of “Veszprém 2023 European Capital of Culture”, while the equipment of the observation room and the technical room with an interpreting booth were also presented.

The unique research space serving the fields of economic sciences was realized within the framework of the project “Sustainable, intelligent and inclusive regional and urban models” of the University of Pannonia with the identification number EFOP-3.6.2-16-2017-00017.