An important task of the university is to attract talented applicants. For this purpose, scientists from the Center for Cognitive Research and Neuroscience of TSU "NeuroTomsk", together with the University Consortium of Big Data Researchers and the Neurotrend company, are developing new recruiting technologies.

Scientists study how applicants perceive the brand of Tomsk State University and analyze the digital footprint of future students in the social network VKontakte.

The "Neuroapplicant" project, developed by philologists, neurophysiologists and big data specialists of TSU, is aimed at creating an effective mechanism for attracting applicants. Using our equipment, scientists analyze the neurophysiological reactions and emotional involvement of applicants in advertising materials.

According to the data from the eye tracker, which registers eye movements, you can see what exactly in the advertising booklet or video aroused the interest of the applicant. The bio-bracelet registers the parameters of the autonomic nervous system - using it, scientists analyze the emotional involvement of a person and the change in his emotions while viewing materials.

Studies with the direct participation of applicants include 3 stages. The first involves data collection: potential participants fill out screening questionnaires, according to which scientists select suitable respondents. Then the applicants look through the “stimuli” – promotional materials about the university, and the researchers simultaneously register their neurophysiological reactions using neuro-equipment, for example, whether the applicant pays attention to the logo of the university. At the third stage - after viewing - the participants fill out questionnaires, where they give their assessments of the studied promotional materials according to various key parameters.

Scientists evaluate the perception of videos by attention, emotional involvement in viewing, branding strength, interest, and memorability. In the perception of the university website, in addition to emotional involvement and attention, the number of transitions and the clarity of navigation, the information search strategy are important. In assessing the perception of texts, cognitive load, attention and interest are important.

The article of the NeuroTomsk Center for Neurosciences is available at: https://news.tsu.ru/news/neyrotekhnologii-i-big-data-pomogayut-tgu-v-poiske-svoikh-abiturientov/