The research group expands the competence portfolio of the Institute of Information Systems at Hof University (iisys) to include the market and customer perspective. In doing so, ERUX bundles the long-standing experience of Prof. Dr. Riedl and Prof. Dr. Wengler and their team in the empirical research of employee, customer and competition data.
The successful implementation of technological innovations (at iisys with focus on software development) requires the early analysis of customer benefits and their integration into the development process. Even though this subject area has been intensively discussed in the literature since the 1980s under the keyword “marketing and R&D”, the technology focus still dominates innovation development, although it is ultimately the customer who decides on the success or failure of technological innovations.
The ERUX research group has therefore set itself the goal of contributing with its research projects to a more customer-oriented development of digital systems by making human-machine interfaces more user-friendly in the future and making digital systems more intuitive to operate.
Within the scope of its research, ERUX makes use of a wide range of market research instruments, such as large-scale quantitative analysis methods (customer surveys, employee surveys, face-to-face, telephone, online) and various qualitative analysis instruments (in-depth interviews, focus group interviews, expert interviews). Due to the proven high importance of the subconscious for the feelings and decisions of individuals, ERUX also increasingly uses instrumental measurement methods. Therefore, the ERUX team is proud of the excellent equipment of our research laboratory, which is equipped with almost all relevant instrumental measurement possibilities of individual non-verbal reactions (eye-tracking, skin resistance measurement, EEG measurement, both stationary and mobile) as well as all relevant software tools for evaluation (Facial Expression Analysis, SPSS, R, SigmaPlot, Sawtooth, SmartPLS etc.), so that all options are open for empirical surveys.