The research group expands the expertise portfolio of the Institute for Information Systems at Hof University of Applied Sciences (iisys) to include the market and customer perspective. ERUX combines many years of experience of Prof Dr Riedl and Prof Dr Wengler and their team in the empirical research of employee, customer and competitor data.
The successful implementation of technological innovations (at iisys with a focus on software development) requires the early analysis of customer benefits and their inclusion in the development process. Even though this topic has been intensively discussed in the literature since the 1980s under the heading of “marketing and R&D”, the focus on technology continues to dominate innovation development, even though it is ultimately the customer who determines the success or failure of technological innovations.
The ERUX research group has therefore set itself the goal of contributing to a more customer-centered development of digital systems with its research projects by making human-machine interfaces more user-friendly and digital systems more intuitive to operate in the future.
As part of its research, ERUX draws on a wide range of market research tools, such as large numbers of quantitative analysis methods (customer surveys, employee surveys, face-to-face, telephone, online) and various qualitative analysis tools (in-depth interviews, focus group interviews, expert discussions). Due to the proven importance of the subconscious mind on the feelings and decisions of individuals, ERUX also increasingly utilises instrumental measurement methods. The ERUX team is therefore proud of the excellent equipment in the research laboratory, which has almost all relevant equipment for measuring individual non-verbal reactions (eye tracking, skin resistance measurement, EEG measurement, both stationary and mobile) as well as all relevant software tools for analysis (Facial Expression Analysis, SPSS, R, SigmaPlot, Sawtooth, SmartPLS etc.), so that all options are available for empirical surveys.