Hi Erik, what is your background and job role at AU?

I hold a master’s degree in marketing from Aarhus University, where I am currently enrolled as a PhD student. You could say that I am a product of our own community.

What are your main areas of research?

My research is concentrated around understanding the role of eye movements in decision-making;  specifically: how the visual characteristics of an environment drive eye movements. Together with Jacob L. Orquin, I am currently working on a meta-analysis of top down and bottom up processes in eye movements. Understanding the main drivers of eye movement could be useful for many different stakeholders; for example, those interested in optimizing decision-making and designing messages to capture attention.

Are you involved with any teaching at the moment?

I am currently lecturing in Nudging (a master elective course at AU BSS), together with Jacob L. Orquin and Tobias Otterbring. My research fits nicely into the curriculum.

How did you hear about Cognition and Behavior Lab?

I was a participant now and then while I did my undergraduate at AU. Later doing my master's, I started as a research assistant working in the lab. 

Have you used the Lab? If so, what are the benefits for researchers?

I have used COBE Lab to conduct eye-tracking experiments within consumer decision-making. Most recently I ran a study that integrates knowledge from Gestalt principles and visual research to effectively guide decision-makers’ attention. COBE Lab is a unique resource at Aarhus University, not only because the facilities enable researchers conduct many different types of experiments, but because the equipment is technologically advanced. COBE Lab provides researchers with state of the art biometric equipment such as eye tracking, EEG, and virtual reality. Furthermore, COBE Lab gives researchers unique access to COBE Lab’s own participant pool SONA, which makes it possible to recruit participants quickly and reliably. 

Is there a particular recommendation you would like to pass on to other researchers? Something you wish you had known before you started, or just a useful trick.

Don’t be afraid to try out different things. I believe by being exploratory both in your approach to methods and designs, you gain useful insights to later studies. Even a null finding can be very interesting.

Could you recommend one academic book to fellow colleagues that you think is of great interest?

I would highly recommend anything by Egon Brunswik. His book, “The Conceptual Framework of Psychology”, is just one of his great works. He is an excellent writer and was a pioneer in the field, putting our understanding of decision making into a new light.

Away from your research, what do you enjoy doing?

I am curious about many things and especially enjoy acquiring new knowledge. I have been drawn into an interesting debate about the evolution of mankind from an evolutional psychological perspective vs. sociological perspective. It is almost like discussing what came first: the chicken or the egg. I love riddles. I have this weird fascination with brainteasers and find myself losing track of time. Other than that, I really enjoy exercising – especially cycling. The joy of getting around and exploring nature brings me a lot of pleasure.

Finally, which Associated Researcher would you like to see under 'Spotlight' next time?

Thomas Hessellund Nielsen