Ana’s Fellowship project is entitled ‘Good Practices for Eye-tracking Research Software’ and aims to improve numerical reproducibility of eye-tracking research by developing automated solutions for working with eye-movement data. This kind of data is collected and used by researchers in marketing – for example in improving online shopping and the effectiveness of advertising. Increasing the numerical reproducibility of research results would improve current techniques used within the research community that explores visual attention.
Dr Martinovici’s research and expertise are at the intersection of consumer behaviour, marketing modelling, and consumer neuroscience. She focuses on the role of attention in consumer choice processes. She develops dynamic Bayesian models calibrated on eye-tracking data to gain access to the otherwise unobservable utility accumulation process that takes place during consumer choice. The results show that the allocation of attention during choice reveals what consumers find important, what they like, and predicts what they eventually choose.
Dr Ana Martinovici is one of the Fellows in the 2022-2023 cohort of academics who want to make a difference in improving the awareness, expertise, or state of research software within their lab, institute or academic community. The Netherlands eScience Center helps with research software that can be code, script, package, tool, library, or programme written for research. A total of 16 other Fellows received a 2022-2023 award in addition to Ana.
Ana Martinovici has a PhD in Marketing, a Research Master in Business (Marketing), and a Master in Econometrics and Mathematical Economics from Tilburg University.