Case Study: Michigan State University advances marketing education with iMotions Online

Michigan State University trains 90 students with iMotions Online in three semesters

Michigan State University's Broad College of Business sought to bridge a disconnect between traditional marketing education and the industry's future by integrating advanced biometric methodologies into its curriculum. Professor Mike Mickunas aimed to equip students with hands-on experience in these emerging tools to prepare them for the modern workforce. To achieve this, the university turned to the vendor iMotions and its iMotions Online platform.

The solution was implemented using iMotions Online, a web-based platform that provided students with accessible, hands-on experience in designing studies using eye tracking and facial expression analysis. This allowed students to quickly gain proficiency and build best practices in behavioral measurement. The results were significant; after just three semesters, an increasing number of the 90 students in the course were integrating biometric technologies into their research and marketing plans, making them more valuable, differentiated candidates for future employers.

Michigan State University (msu)