Immersive technologies, such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), can transform how we perceive, interact, and communicate with the world and each other. The future internet will be immersive, and according to Forbes, it is currently among the top 5 technology trends. The related market is expected to rapidly yet sustainably grow over the next decades, as confirmed by major consulting firms such as Accenture, McKinsey, and Gartner. The tremendous impact of these new technologies is already visible in many sectors today, including education, entertainment, health, and socialization.

There are many concrete examples that illustrate the benefits of immersive technology. In industrial work environments, AR can be used for equipment inspection and maintenance, providing real-time data overlays and interactive guides to ensure accuracy and efficiency. In health, for hearing and vision-impaired individuals, AR glasses can offer significant enhancements to daily life and social interactions. Additionally, virtual training can reduce learning time and costs (e.g., Accenture, Police). The possibility for remote interaction and supervision also reduces CO2 emissions, as many real-world displacements can be replaced. The ability to capture, analyze, and review user actions with machine precision is relevant for many domains, such as sports (e.g., athlete performance analysis) or the medical sector (e.g., Alzheimer/Parkinson behavior analysis). Having control over the virtual environment is a key aspect to investigate specific scenarios in such contexts. Virtual content itself is beneficial in various ways; for example, realistic depictions can serve for virtual exhibitions or previsualization of architectural elements. Furthermore, immersive data visualization is a field that holds tremendous promise but has received little attention.

We’re launching the Immersive AI Lab, a joint research collaboration between researchers from Erasmus University and the Technology University of Delft, sponsored by Convergence of AI, Data & Digitalization. Our aim is to unlock the potential of immersive and AI technologies by exploring fundamental questions and innovative application contexts. Our goal is to gain insights that are generally applicable while simultaneously opting for concrete outcomes that can make a difference in specific domains today. In this way, we believe it is possible to build a basis for the long-term effectiveness and sustainability of the lab. The initial themes have been carefully chosen with the duality of impact and fundamental research in mind, focusing on: multimodal augmentation for user-centric solutions, social interactions and collaboration, virtual environments, and immersive data visualization.

We are seeking highly motivated PhD students with demonstrated academic ability who are passionate about immersive technology and AI, and who want to contribute to the research in our Immersive AI Lab. Ideal candidates will possess a commitment to interdisciplinary research on significant information technology and management issues and a desire to pursue an academic research career in this field. You will be part of the Business Information Management (BIM) section within the Department of Technology & Operations Management at the Rotterdam School of Management, Erasmus University.

Applicants must have strong quantitative training, with preference given to candidates who have earned an MSc, MPhil, or Research Master in economics, computer science, econometrics, statistics, or a related field. Successful candidates should have proficiency with R, SQL, Python, or other programming languages.

As a Ph.D. student, you will gain the training and experience necessary to conduct independent research through coursework in information systems, economics, econometrics, machine learning, and large-scale data analytics. You will work closely with the advisors to define, develop, and execute your own research. The Ph.D. dissertation will be defined by you with inputs from the advisors, requiring creativity, self-direction, and a passion for scientific inquiry.

Keywords

AR/VR, artificial intelligence, business analytics, digital platforms, economics of information systems, immersive technology, information strategy, spatial computing.

Topic

PhD Project 1: Multimodal Augmentation for User-Centric Solutions

AR glasses have a strong potential for social inclusion, particularly for individuals with impairments. Initially focusing on hearing impairment, the project aims to capture sound visually and present it to the user in an accessible and efficient manner. Future directions could include applications for autism (e.g., capturing facial emotions or simplifying visual representations) and color blindness (e.g., illustrating color differences or providing multispectral information).

Objective: This project aims to advance AR smart glasses originally developed for hearing impairments to include multimodal data visualization, expanding their use to business translation and AI integration, such as with ChatGPT. The research will develop AI-driven algorithms to enhance functionalities such as sound capture accuracy, differentiating among speakers, and integrating auditory and visual data. Applications will extend beyond aiding the hearing impaired, including real-time translation for business contexts and interactive assistance using AI technologies.

User-Centric Solutions: Crafting a user-centric experience involves understanding the unique needs and challenges faced by the hearing-impaired across different age brackets. This involves not only the physical interaction with AR smart glasses but also understanding the psychological, emotional, and societal implications of such technology in their daily lives. Using a participatory design approach, the project will engage directly with users from diverse demographics to refine the AR glasses. Iterative design and user feedback will guide the development of an intuitive interface, ensuring the technology meets varied personal and professional needs.

Value Measurement: This phase will dive deep into the tangible and intangible benefits of the AR solution. Employing a mixed-methods approach, quantitative data will be sourced from surveys and wearable biosensors, capturing user interactions and physiological responses. Meanwhile, qualitative data gathered from interviews and focus groups will provide deeper context, capturing the nuanced experiences, challenges, and aspirations of the users.

PhD Project 2: Social Interactions and Collaboration

AR/VR technology is redefining the way humans communicate, collaborate, and interact. This presents immense potential for fostering deeper connections and collaborations in virtual spaces and paves the way for new paradigms in social interaction.

Objective: To understand, design, and evaluate the nature and dynamics of social interactions in shared AR spaces. This study aims to foster meaningful interpersonal engagements, collaborative endeavors, and shared experiences in augmented realities. The focus will be on ensuring users feel a heightened sense of presence and embodiment, making interactions in the digital space feel as natural and intuitive as those in the physical world. It also aims to create a robust framework for responsible AR/VR development and usage.

Collaborative Environment Design: Delving deep into the creation of virtual spaces that foster collaboration, the research will explore the nuances of designing environments that cater to diverse user needs. Whether it’s a business meeting, a virtual social gathering, or a collaborative project, these environments will be tailored to offer the right tools, ambiance, and functionality.

Presence and Embodiment: Ensuring users feel genuinely ‘present’ in AR/VR environments involves understanding the psychological and technical aspects of enhancing presence and embodiment. By mimicking the cues that humans rely on for social interactions in AR/VR, the aim is to blur the lines between the virtual and real, allowing users to feel truly ‘immersed’ in their digital surroundings.

Through these projects, the Immersive AI Lab aims to push the boundaries of what is possible with immersive technologies, ensuring they are effective, inclusive, and sustainable for the future.

The Ph.D. student will develop research topics in close collaboration with the advisors (a promotor and a daily supervisor). Prof. dr. Ting Li is the director of the Immersive AI Lab and the promotor for the PhDs. She is a professor of digital business and the head of BIM. Her research focuses on studying the economic impacts of digitization on consumer behavior and firm strategy. She is an expert in digital platforms, social and mobile analytics, AI and decision making, and economic value of emerging technologies (AR/VR, Generative AI, Web3).

Depending on the research topics, you will have the opportunity to collaborate with other BIM faculty. For more information on BIM faculty and research topics, you can visit

https://www.rsm.nl/research/departments/technology-and-operations-management/business-information/.

During the Ph.D., you will work in close collaboration with the advisors to:

  • Identify a consequential phenomenon that is relevant to managers or policymakers, and which has not been fully addressed in prior research;
  • Obtain data, primary or secondary, that are needed to better understand the phenomenon;
  • Use the scientific literature to understand and examine the theoretical foundations of the phenomenon;
  • Identify the fundamental variables and relationships that are most important to the phenomenon of interest, and formalize these mathematically while relating them to data;
  • Identify the main assumptions that need to be made in order to solve or estimate the model, and understand their implications;
  • Develop methods necessary to extract research results from data;
  • Present research findings at national and international conferences;
  • Document findings for publication in leading scientific journals, and ultimately, your dissertation.

To conduct research, you will be able to take advantage of our strong industry ties, institutional databases, and software development support to gain access to large-scale data sets and have the opportunity to conduct real-world field experiments.

Organization

The BIM section of the Department of Technology & Operations Management at RSM is recognized worldwide and is multi- and interdisciplinary, publishing its research in top information systems and management journals. This makes the BIM section a lively, creative, and intellectually stimulating place to conduct research. The BIM section has a large, young, and highly international faculty. The 16 full-time research-active faculty members have been educated at renowned institutions in Europe, the USA, and Asia. We have strong research and teaching traditions and an international orientation both to the academic community and the business community.

BIM offers a high-profile MSc Business Information Management, one of Europe’s largest master’s programmes in Information Systems with 250+ new students each year. The programme delivers in-depth knowledge from theoretical and practical perspectives. Furthermore, a Master of Business Analytics & Management program was launched in 2020.

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s leading business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics, and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor’s, master’s, MBA, Ph.D., and executive programmes encourage them to become critical, creative, caring, and collaborative thinkers and doers.

Please visit our website for more information:

RSM: www.rsm.nl

Department of Technology & Operations Management: www.rsm.nl/research/departments/technology-and-operations-management

MSc Business Information Management: www.rsm.nl/bim

Erasmus Research Institute and Management: www.erim.eur.nl

Erasmus Center for Data Analytics: www.ecda.eur.nl

Erasmus Immersive Tech Space: https://ecda.eur.nl/immersive-tech-space/

Approach

As a Ph.D. student, you will gain the training and experience necessary to conduct independent research through coursework in information systems, economics, econometrics, machine learning, and large-scale data analytics. You will conduct applied and theoretical research under the supervision of our research faculty. The Ph.D. dissertation will be defined by the student with inputs from the advisors, and thus requires creativity, self-direction, and a passion for scientific inquiry.

Coursework. Core coursework is designed to build methodological skills, modelling competence, and substantive depth. The Ph.D. students will develop their knowledge and research skills by taking courses during the first and second years. The courses are offered by the Tinbergen Institute (http://www.tinbergen.nl), ERIM (https://www.erim.eur.nl/), and/or other research institutes. It is relevant to the economics of information systems and business analytics in information systems, including, but not limited to microeconomics (individual choice, aggregate supply, and demand, equilibrium), econometrics (endogenous variables, choice modeling), statistics and probability, Bayesian modelling, machine learning, and deep learning.

Research seminars. We organize weekly BIM research seminars (www.erim.eur.nl/research/events/research-seminars) that bring leading scholars to share their knowledge and insights on cutting-edge research that is emerging in other top schools around the world. Exposure to such networks helps you jump-start your career by providing an in-depth view of mainstream research in the field, key methodological concerns, and emerging views among scholars and journal editors.

Research environment. Our interdisciplinary Ph.D. program provides an unparalleled source of training for doing cutting-edge research in Information Systems. You will have access to cutting-edge computing facilities in Erasmus Center for Data Analytics, Immersive Tech Space, Erasmus Data Collaboratory. In addition to strong technical training in quantitative methods, students will also be equipped with a deep appreciation and understanding of the behavioral mechanisms and processes that influence decision-making via interactions with faculty studying topics related to individual decision-making in experimental paradigms. Although you are likely to work primarily with field data, you will have access to the Erasmus Behavioral Lab, which provides all the necessary facilities to conduct world-class research on consumer behavior (cubicles, group labs, video labs, eye tracking, EEG).

This position is for four years with a possibility to renew for a fifth year, subject to budgetary constraints.

Required profile

  • Passionate about understanding the impact of digital technologies on individuals, organizations, markets, system design, public policy, and society;
  • Enthusiasm for quantitative analysis, data, programming, and science;
  • Experience in conducting and completing a research project;
  • MSc or MPhil in Econometrics, Statistics, Computer Science, Economics or a related discipline;
  • Experience developing and estimating econometric or statistical models in R, SAS, Stata, and Python;
  • Programming skills, and in particular, prior exposure to or experience with scraping structured content structured web content (HTML, XPATH, CSS, etc.) from web sites;
  • Openness, intellectual curiosity, eagerness to learn, and a willingness to be proved wrong;
  • Ambition to work towards an academic career as a world-class researcher and instructor;
  • Willingness and motivation to formulate your own research projects and carry those through to the end (i.e., publication in a top journal);
  • Eagerness to ask and answer novel questions;
  • Experience in writing scientific papers.

Required by ERIM

All application documents required by ERIM can be found here: https://www.erim.eur.nl/doctoral-programme/phd-in-management/admissions/application/

Application process

Interested candidates are invited to visit the ERIM PhD in Management website (http://www.erim.eur.nl/doctoral-programme/) for information about application procedures and criteria. The application deadline is July 10, 2024.

If you have any questions about the formal admission requirements, please contact the ERIM doctoral office: phdadmissions@erim.eur.nl.

Expected output

Scholar publications. You will develop research papers that can be published in top-tier information systems and management journals, such as Management Science, MIS Quarterly, and Information Systems Research. BIM faculty at RSM has a strong publication record in these journals. The final results of the Ph.D. are also published in a Ph.D. dissertation. Most BIM Ph.D. students will be able to publish multiple papers in these top journals.

Placement record. In the past five years, our graduates have accepted faculty positions at top business schools all around the world, including MIT, Northwestern University, George Washington University, Copenhagen Business School, IE Business School, Tilburg University, University of Amsterdam, and VU Amsterdam.

Cooperation

To strengthen your international profile, we strongly encourage our Ph.D. students to go abroad for a research visit during their third or fourth year at one of the top universities for 3 to 6 months. Past destinations include MIT, University of Maryland, University of Minnesota, Carnegie Mellon University, and University of California, Berkeley.

Employment conditions

ERIM offers fully-funded and salaried PhD positions, which means that accepted PhD candidates become employees (promovendi) of Erasmus University Rotterdam. Salary and benefits are in accordance with the Collective Labour Agreement for Dutch Universities (CAO).

Erasmus University Rotterdam aspires to be an equitable and inclusive community. We nurture an open culture, where everyone is supported to fulfil their full potential. We see inclusivity of talent as the basis of our successes, and the diversity of perspectives and people as a highly valued outcome. EUR provides equal opportunities to all employees and applicants regardless of gender identity or expression, sexual orientation, religion, ethnicity, age, neurodiversity, functional impairment, citizenship, or any other aspect which makes them unique. We look forward to welcoming you to our community.

Contact information

For questions regarding the PhD application and selection procedure, please check the Admissions or send us an e-mail via phdadmissions@erim.eur.nl.

Job Category: Research
Job Type: Full Time
Job Location: Rotterdam

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