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Online Research Seminar
16:30 pm, Thursday, 16 February 2023

The talk will discuss how to incorporate biometric tools to study business decision making. Part of the conversation will deal with the basics of biometric tools, different sensors that are commercially available, platforms to analyze data, and the type of research questions that can and cannot be answered by using biometric tools. The lecture will also address some of the challenges associated with using biometric tools, such as individual differences in participants, privacy concerns, data security, and ethical considerations. Attendees will also learn about the various ways in which these challenges can be overcome, including implementing appropriate privacy policies, and following ethical guidelines.

About the speaker

Dr. Frederik Beuk is an associate professor of marketing at the University of Akron and in 2021 became the founding research director of the nation’s first Sales Biometrics Laboratory. He teaches in the Fisher Institute for Professional Selling. He received his Ph.D. from the University of Illinois at Chicago. Beuk’s research focuses on salespersons’ biometric responses during sales calls, as well as on the interaction between the sales force and new product development. His work has been published in journals such as the Journal of Product Innovation Management, the Journal of Personal Selling & Sales Management, Creativity and Innovation Management, and the Journal of Product and Brand Management. At the University of Akron, Dr. Beuk teaches strategic marketing, sales management, and business negotiations at the undergraduate, MBA and executive-level. Prior to joining academia, he worked for Unilever in the Netherlands, Belgium, and Chile.


Sales Biometrics Laboratory Presentation – CIIM