Case Study: Loyola University of Chicago explores gender bias in sports viewership with iMotions

Loyola University of Chicago uncovers no physiological engagement difference in basketball studies with iMotions

Loyola University of Chicago business students sought to understand if physiological differences in viewer engagement could explain the disparity in viewership between men's and women's sports. They partnered with iMotions and used its iMotions Lab and iMotions Online platforms to collect biometric data alongside traditional survey responses.

Using iMotions' tools for eye tracking, facial expression analysis, and Galvanic Skin Response (GSR), the students implemented a research solution that revealed no physiological differences in engagement when viewers watched men's versus women's basketball games. This iMotions-powered research suggested societal factors, not the games themselves, drive viewership discrepancies. The hands-on experience provided students with valuable, unique opportunities, including presenting at a research symposium and preparing manuscripts for journal submission, which set them apart with real, applicable skills.

Loyola University of Chicago