Houston research: How social pressures are affecting digital product evaluations

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Serious product reviewers need peers and audiences to see them as credible. But new research indicates that pursuing credibility may compromise the objectivity of their evaluations. Photo via Getty Images

Theoretically, product evaluations should be impartial and unbiased. However, this assumption overlooks a crucial truth about product evaluators: They are human beings who are concerned about maintaining credibility with their audience, especially their peer evaluators.

Because evaluators must also care about being perceived as legitimate yet skillful themselves, certain social pressures are at play that potentially influence their product reviews.

Research by Minjae Kim (Rice Business) and Daniel DellaPosta (Penn State) takes up the question of how evaluators navigate those pressures. They find that in some cases, evaluators uphold majority opinion to appear legitimate and authoritative. In other contexts, they offer a contrasting viewpoint so that they seem more refined and sophisticated.

Pretend a movie critic gives an uplifting review of a widely overlooked film. By departing from the aesthetic judgments of cinema aficionados, the reviewer risks losing credibility with their audience. Not only does the reviewer fail to understand this specific film, the audience might say; they fail to understand film and filmmaking, broadly.

But it’s also conceivable, in other situations, that the dissenting evaluator will come across as uniquely perceptive.

What makes the difference between these conflicting perceptions?

Partly, it depends on how niche or mainstream the product is. With large-audience products, Kim and DellaPosta hypothesize, evaluators are more willing to contradict widespread opinion. (Without a large audience, contradicting opinions are like the sound of a tree that falls in a forest without anyone nearby to hear.)

The perceived classiness of the product can affect the evaluator’s approach, as well. It’s easier to dissent from majority opinion on products deemed “lowbrow” than those deemed “highbrow.” Kim and DellaPosta suggest it’s more of a risk to downgrade a “highbrow” product that seems to require more sophisticated taste (e.g., classical music) and easier to downgrade a highly rated yet “lowbrow” product that seems easier to appreciate (e.g., a blockbuster movie).

Thus, the “safe spot” for disagreeing with established opinion is when a product has already been thoroughly and highly reviewed yet appears easier to understand. In that case, evaluators might sense an opportunity to stand out, rather than try to fit in. But disagreeing with something just for the sake of disagreeing can make people think you’re not a fair or reasonable evaluator. To avoid that perception, it might be better to agree with the high rating.

To test their hypotheses, Kim and DellaPosta used data from beer enthusiast site BeerAdvocate.com, an online platform where amateur evaluators review beers while also engaging with other users. Online reviewers publicly rate and describe their impressions of a variety of beers, from craft to mainstream.

The data set included 1.66 million user-submitted reviews of American-produced beers, including 82,077 unique beers, 4,302 brewers, 47,561 reviewers and 103 unique styles of beer. The reviews spanned from December 2000 to September 2015.

When the researchers compared scores given to the same beer over time, they confirmed their hypothesis about the conditions under which evaluators contradict the majority opinion. On average, reviewers were more inclined to contradict the majority opinions for a beer that had been highly rated and widely reviewed. When reviewers considered a particular brew to be a “lowbrow,” downgrading occurred to an even greater extent.

Kim and DellaPosta’s research has implications for both producers and consumers. Both groups should be aware of the social dynamics involved in product evaluation. The research suggests that reviews and ratings are as much about elevating the people who make them as they are about product quality.

Making evaluators identifiable and non-anonymous may help increase accountability for what they say online — a seemingly positive thing. But Kim and DellaPosta reveal a potential downside: Knowing who evaluators are, Kim says, “might warp the ratings in ways that depart from true objective quality.”

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This article originally ran on Rice Business Wisdom and was based on research from Minjae Kim, assistant professor of Management – Organizational Behavior at Rice Business, and Daniel DellaPosta, associate professor of Sociology and Social Data Analytics at Pennsylvania State University.

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Harish Krishnamoorthy is one of four fellows recognized by the program — and the first from UH to receive the honor. Photo via UH.edu

Houston researcher tapped for prestigious fellowship for offshore safety innovation

big win

A University of Houston professor has been selected by a national organization to “contribute to the understanding, management and reduction of systemic risk in offshore energy activities.”

The Gulf Research Program of the National Academies of Sciences, Engineering, and Medicine announced that Harish Krishnamoorthy, assistant professor of electrical and computer engineering at the University of Houston, is one of four selected early-career research fellows in the Offshore Energy Safety track. Krishnamoorthy is the first researcher from UH selected for the recognition.

“I am happy and honored to be the first one, but hopefully there will be a lot more in the coming years,” Krishnamoorthy says in a UH news release.

The award, which isn't granted based on a specific project, includes a $76,000 grant, mentor support, and access to a network of current and past cohorts.

Created in 2013, the program is an independent, science-based program founded as part of legal settlements with the companies involved in the 2010 Deepwater Horizon disaster. Its goal is "to enhance offshore energy system safety and protect human health and the environment by catalyzing advances in science, practice and capacity, generating long-term benefits for the Gulf of Mexico region and the nation," the release reads.

“These exceptional individuals are working hard to pursue new research, technical capabilities, and approaches that address some of the greatest challenges facing the Gulf and Alaska regions today,” says Karena Mary Mothershed, senior program manager for the Gulf Research Program’s Board on Gulf Education and Engagement. “We are incredibly excited to announce these new Early-Career Research Fellows, and to continue supporting them as they make lasting impacts.”

Krishnamoorthy, who also serves as associate director of the Power Electronics, Microgrids and Subsea Electric Systems Center at UH, has expertise is in power electronics, power converters, and offshore technologies. His research interests include high-density power conversion for grid interface of energy systems, machine learning-based methods for improvement in quality and reliability of power electronics, advanced electronics and control for mission-critical applications.

According to Krishnamoorthy, there are around 1,500 offshore rigs — with a large amount located North Sea and the Gulf of Mexico. There's a need to improve existing systems, according to Krishnamoorthy, and this process of evolving the grid comes with safety risks and challenges.

“When there are so many electronics involved, safety and reliability are going to be very critical,” Krishnamoorthy says in he release. “I have been looking at safety aspects a lot in my research as well as how to connect subsea oil and gas systems with offshore renewable systems.”

In 2022, Krishnamoorthy was recognized as an OTC Emerging Leader at the Offshore Technology Conference for his contributions to offshore safety and workforce development in offshore, as well as reducing the carbon emissions.

Here's what Houston research news dominated this year on InnovationMap. Photo via Getty Images

Looking back: Top 5 most-read Houston research-focused stories of 2022

2022 in review

Editor's note: As 2022 comes to a close, InnovationMap is looking back at the year's top stories in Houston innovation. In many cases, innovative startups originate from meticulous research deep within institutions. This past year, InnovationMap featured stories on these research institutions — from their breakthrough innovations to funding fueling it all. Here are five Houston research-focused articles that stood out to readers this year — be sure to click through to read the full story.


Texas nonprofit cancer research funder doles out millions to health professionals moving to Houston

These cancer research professionals just got fresh funding from a statewide organization. Photo by Dwight C. Andrews/Greater Houston Convention and Visitors Bureau

Thanks in part to multimillion-dollar grants from the Cancer Prevention and Research Institute of Texas, two top-flight cancer researchers are taking key positions at Houston’s Baylor College of Medicine.

Dr. Pavan Reddy and Dr. Michael Taylor each recently received a grant of $6 million from the Cancer Prevention and Research Institute of Texas.

Reddy is leaving his position as chief of hematology-oncology and deputy director at the University of Michigan’s Rogel Cancer Center to become director of the Baylor College of Medicine’s Dan L. Duncan Comprehensive Cancer Center. Dr. C. Kent Osborne stepped down as the center’s director in 2020; Dr. Helen Heslop has been the interim director. Continue reading.

Rice University deploys grant funding to 9 innovative Houston research projects

Nine research projects at Rice University have been granted $25,000 to advance their innovative solutions. Photo courtesy of Rice

Over a dozen Houston researchers wrapped up 2021 with the news of fresh funding thanks to an initiative and investment fund from Rice University.

The Technology Development Fund is a part of the university’s Creative Ventures initiative, which has awarded more than $4 million in grants since its inception in 2016. Rice's Office of Technology Transfer orchestrated the $25,000 grants across nine projects. Submissions were accepted through October and the winners were announced a few weeks ago. Continue reading.

Houston researchers create unprecedented solar energy technology that improves on efficiency

Two researchers out of the University of Houston have ideated a way to efficiently harvest carbon-free energy 24 hours a day. Photo via Getty Images

Two Houstonians have developed a new system of harvesting solar energy more efficiently.

Bo Zhao, the Kalsi Assistant Professor of mechanical engineering at the University of Houston, along with his doctoral student Sina Jafari Ghalekohneh, have created a technology that theoretically allows solar energy to be harvested to the thermodynamic limit, which is the absolute maximum rate sunlight can be converted into electricity, as reported in a September article for Physical Review Applied.

Traditional solar thermophotovoltaics (STPVs), or the engines used to extract electrical power from thermal radiation, run at an efficiency limit of 85.4 percent, according to a statement from UH. Zhao and Ghalekohneh's system was able to reach a rate of 93.3 percent, also known as the Landsberg Limit. Continue reading.

Texas A&M receives $10M to create cybersecurity research program

Texas A&M University has announced a new cybersecurity-focused initiative. Photo via tamu.edu

Texas A&M University has launched an institute for research and education regarding cybersecurity.

The Texas A&M Global Cyber Research Institute is a collaboration between the university and a Texas A&M University System engineering research agency, the Texas A&M Engineering Experiment Station. The research agency and Texas A&M are also home to the Texas A&M Cybersecurity Center.

The institute is funded by $10 million in gifts from former Texas A&M student Ray Rothrock, a venture capitalist and cybersecurity expert, and other donors. Continue reading.

Houston research organization doles out $28M in grants to innovators across Texas

Houston-based Welch Foundation has awarded almost $28 million in chemical research grants throughout Texas this year. Photo via Getty Images

Chemical researchers at seven institutions in the Houston area are receiving nearly $12.9 million grants from the Houston-based Welch Foundation.

In the Houston area, 43 grants are going to seven institutions:

  • Baylor College of Medicine
  • Rice University
  • Texas A&M University
  • Texas A&M University Health Science Center
  • University of Houston
  • University of Texas Health Science Center at Houston
  • University of Texas Medical Branch in Galveston

The Welch Foundation is awarding almost $28 million in chemical research grants throughout Texas this year. The money will be allocated over a three-year period. Continue reading.

Future research may benefit from both analyzing and improving current decision making processes. Photo via Getty Images

Houston research: The future of decision making in energy operations

houston voices

Real options represent the decisions companies can make in the face of evolving risk. In the energy and commodity industries, real options are ubiquitous, including the extraction, processing and refinement, storage, and transportation of natural resources. These choices are influenced by ever-changing market and environmental conditions.

Because of these uncertainties, the energy industry has been a key focus of the operations literature on real options. Rice Business professor Nicola Secomandi, along with University of Illinois at Chicago College of Business Administration professor Selvaprabu Nadajarah, were recently invited by the European Journal of Operational Research to conduct a review of the operations literature on real options in energy. Their review included 80 papers across 10 journals active in the field. The research was mostly conducted during Secomandi’s time at the Tepper School of Business at Carnegie Mellon University.

The review examined how often different types of energy and methods of studying related business processes appeared in the operations literature. Nearly a quarter of the papers considered natural gas, more often than any other energy type. Natural gas storage was the most studied process, while the transport and sale of natural gas were less discussed.

While only 10 percent of the papers focused on electricity by itself, mostly in the context of battery management, electricity was discussed alongside emissions and the environment in 22.5 percent of the papers—almost as often as natural gas. About 11 percent of the papers examined both electricity and natural gas.

Roughly 21 percent of the papers focused on crude oil and refined products. Exploration, development, and abandonment of crude oil fields were common topics, while work on crude oil refining and gasoline logistics was rarer.

The review looked at the frequency of use of five categories: real option types, valuation methodologies, model formulations, price risk dynamics, and optimization schemes. Timing options, which irreversibly change the status of an asset when exercised, and switching options, which involve reversible changes, appeared with about equal frequency. Of the valuation methodologies, risk neutral valuation was employed the most often, appearing in nearly 78 percent of the papers. Model formulations were divided mainly between Markov decision processes, which assume that decisions are made at set times, and stochastic optimal control models, which assume that decisions are made continuously. About 63 percent of the papers discussed Markov decision processes, but at nearly 34 percent, stochastic optimal control models haven’t been entirely left out of the literature. Almost 75 percent of the papers formulated models based on spot prices as opposed to futures prices, and over 80 percent adopted normal distribution models, either alone or in combination with other models. Approximate solution approaches dominated within optimization schemes, appearing in 71 percent of the papers.

While several energy sources and analysis tools have been discussed in the literature, the possibilities for future research remain broad. The transition to clean energy sources may increase the complexity of already intricate operations. Its modeling and analysis may require more advanced models than existing ones.

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This article originally ran on Rice Business Wisdom and was based on research from Nicola Secomandi, the Houston Endowment Professor of Management – Operations Management at Jones Graduate School of Business at Rice University.

We're living in the age of machine learning and artificial intelligence. Miguel Tovar/University of Houston

Now is the time to expand machine learning, says Houston researcher

Houston voices

One might not expect the game of checkers to have anything to do with artificial intelligence, but the game really marked the beginning of machine learning in 1959. Pioneered by an MIT professor named Arthur Lee Samuel, it was discovered that teaching a simple strategy game to a computer is not so simple when every move needs to be anticipated.

Smart machines Additionally, in a Forbes article about the difference between artificial intelligence and machine learning, Bernard Marr comments, "Artificial Intelligence is the broader concept of machines being able to carry out tasks in a way that we would consider 'smart'. And, machine learning is a current application of AI based around the idea that we should really just be able to give machines access to data and let them learn for themselves."

That's the premise of many a movie involving computers which become sentient, but is it really science fiction anymore?

Meet the new boss

Teaching a computer to think like a human is advantageous and includes the added bonus of increased speed. Computers aren't biased, either — which is why huge corporations, such as Unilever, use computers to thin out their first wave of applicants. You actually interview with a bot when you begin the employment process there.

Cause and effect AI and ML are often used in cybersecurity efforts — at least one would suppose. But in Security magazine, Jordan Mauriello writes: "AI/ML cannot do causation." That means artificial intelligence cannot, at this point in time, tell you why something happened. The why? is best left to experts who deal with game theory and other ways of determining how to defend against hypothetical attacks.

Get in on the ground floor

The field is growing and students at colleges across the country are beginning to train for careers in it in droves.

"America's top colleges are ramping up their research efforts and developing concentrations for their computer science degree programs to accommodate this high-tech field," writes Great Value Colleges on their blog. It looks as though this discipline is on an upward trajectory and shows no sign of slowing down.

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This article originally appeared on the University of Houston's The Big Idea. Sarah Hill, the author of this piece, is the communications manager for the UH Division of Research.

Houston research news dominates this week's top stories. Getty Images

5 most popular innovation stories in Houston this week

WHAT'S TRENDING

Editor's note: A huge part of innovating new technologies and inventions is research. This week's top stories on InnovationMap was well represented by research happening across sectors — from a map of communities most at-risk for COVID-19 to smart technology for senior living.

3 Houston innovators to know this week

This week's Houston innovators to know includes Aleece Hobson of HX Venture Fund, Leland Putterman of Trivie, and Eleonore Cluzel of gBETA Houston. Photos courtesy

This week's roundup of who's who in Houston innovation include the HX Venture Fund's newest team member, a startup founder whose app is gamifying corporate training, and a Houston accelerator leader who's pivoted to digital. Read more.

Houston expert shares why prototyping is so important to startups

Making a product that is worth further investing in, one that customers will want to buy, requires several prototypes, sometimes tens of prototypes to prove the concept and perfect your idea. Photo courtesy of OKGlobal

Rarely in life is anything perfect on the first attempt. Writers write drafts that are proofed and edited. Musicians practice over and over, and athletes train for years to perfect their skills before becoming pros. So, it only makes sense that a product developer would develop a prototype before manufacturing their products.

But why? Why can't a perfectly designed product go straight from CAD to production? In reality, making a product that is worth further investing in, one that customers will want to buy, requires several prototypes, sometimes tens of prototypes to prove the concept and perfect your idea. Success comes through practice, just like with the musicians and the athletes. Read more.

Here are 3 research projects to watch in Houston

From CBD treatment for man's best friend to smart tech for senior living, here are three research projects coming out of the Bayou City. Getty Images

Research, perhaps now more than ever, is crucial to expanding and growing innovation in Houston.

In InnovationMap's latest roundup of research projects, we look into studies on traffic-reducing technology, recently funded projects on senior living devices, and the effect of CBD oil on four-legged arthritis patients. Read more.

Texas researchers map out parts of Houston most vulnerable to COVID-19

The most at-risk areas, the study found, are in poorer industrial parts of Houston. Getty Images

A group of researchers from the University of Texas and the University of Houston have created a mapping tool for identifying which parts of the greater Houston area are at the greatest risk from COVID-19.

"The map offers a comparative look at vulnerabilities across Harris County, and could help policy makers determine how to allocate coronavirus tests and health and safety resources," says Amin Kiaghadi, a research associate at UT's Oden Institute for Computational Engineering & Sciences and postdoctoral fellow at the University of Houston, in a news release. Read more.

University of Houston scores spot on top schools in the world for new patents

UH has been ranked among the top schools for new patents. Photo courtesy of University of Houston

A Houston school has ranked on a global list that recognizes new utility patents issued. University of Houston tied for No. 75 on the list with 39 utility patents issued in 2019.

The list is created by the National Academy of Inventors and the Intellectual Property Owners Association based on data from the U.S. Patent and Trademark Office. UH has made the list every year for the past five years.

"The rankings show that UH continues to make a major contribution to the innovation enterprise on the U.S. and global stage," says Amr Elnashai, vice president/vice chancellor for research and technology transfer at UH. Read more.

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Houston professor awarded $2.6M grant for retina, neurological research

seeing green

University of Houston College of Optometry Professor John O’Brien has received a $2.6 million grant from the National Eye Institute to continue his research on the retina and neurological functions.

O’Brien is considered a leading expert in retinal neuroscience with more than 20 years of research in the field. The new funding will allow O’Brien and his team to continue to study the dense assembly of proteins associated with electrical synapses, or gap junctions, in the retina.

Gap junctions transfer electrical signals between neurons. And the plasticity of gap junctions changes the strength of a synapse, in turn changing how visual information is processed. Previous research has shown that reduced functions of electrical synapses could be linked to autism, while their hyperfunction may lead to seizures.

“The research we propose will significantly advance our understanding of the molecular complexes that control the function of electrical synapses,” O’Brien said in a news release.

The team at UH will work to identify the proteins and examine how they impact electrical synapses. It is particularly interested in the Connexin 36, or Cx36, protein. According to O’Brien, phosphorylation of Cx36, a short-term chemical modification of the protein, serves as a key driver of plasticity. And the protein has been linked to refractive error development, which is one of the largest vision problems in the world today.

Additionally, OBrien’s research has shown that plasticity is essential for all-day vision, allowing the retina to adjust sensitivity and sharpen images. He has also built a catalog of the core set of proteins surrounding electrical synapses that are conserved across species. His research has been funded by the NEI since 2000.

5 minority-founded Houston startups shine as Innovation Awards finalists

Meet the Finalists

Houston is one of the most diverse cities in the nation, and that trend carries over into its innovation and startup ecosystem.

As part of the 2025 Houston Innovation Awards, our Minority-founded Businesses category will honor an innovative Houston startup founded or co-founded by BIPOC or LGBTQ+ representation.

Five minority-founded businesses have been named finalists for the 2025 award. The finalists, selected by our esteemed panel of judges, range from a wearable health tech device company to a clean chemical manufacturing business to a startup with a lunar mission.

Read more about these innovative businesses, their initiatives, and their inspirational founders below. Then join us at the Houston Innovation Awards on Nov. 13 at Greentown Labs, when the winner will be unveiled at our live awards ceremony.

Tickets are on now for this exclusive event celebrating all things Houston Innovation.

Capwell Services

Houston-based methane capture company Capwell Services works to eliminate vented oil and gas emissions economically for operators. According to the company, methane emissions are vented from most oil and gas facilities due to safety protocols, and operators are not able to capture the gas cost-effectively, leading operators to emit more than 14 million metric tons of methane per year in the US and Canada, equivalent to more than 400 million metric tons of CO2e per year. Founded in 2022, Capwell specializes in low and intermittent flow vents for methane capture.

The company began as a University of Pennsylvania senior design project led by current CEO Andrew Lane. It has since participated in programs with Greentown Labs and Rice Clean Energy Accelerator. The company moved to Houston in 2023 and raised a pre-seed round. It has also received federal funding from the DOE. Capwell is currently piloting its commercial unit with oil and gas operators.

Deep Anchor Solutions

Offshore energy consulting and design company Deep Anchor Solutions aims to help expedite the adoption of floating offshore energy infrastructure with its deeply embedded ring anchor (DERA) technology. According to the company, its patented DERA system can be installed quietly without heavy-lift vessels, reducing anchor-related costs by up to 75 percent and lifecycle CO2 emissions by up to 80 percent.

The company was founded in 2023 by current CEO Junho Lee and CTO Charles Aubeny. Lee earned his Ph.D. in geotechnical engineering from Texas A&M University, where Aubeny is a professor of civil and environmental engineering. The company has not raised VC funding, but has participated in numerous accelerators and incubators, including Greentown Labs, MassChallenge, EnergyTechNexus LiftOff and others. Lee is an Activate 2025 fellow.

Mars Materials

Clean chemical manufacturing business Mars Materials is working to convert captured carbon into resources, such as carbon fiber and wastewater treatment chemicals. The company develops and produces its drop-in chemical products in Houston and uses an in-licensed process for the National Renewable Energy Lab to produce acrylonitrile, which is used to produce plastics, synthetic fibers and rubbers. The company reports that it plans to open its first commercial plant in the next 18 months.

Founded in 2019 by CEO Aaron Fitzgerald, CTO Kristian Gubsch and lead engineer Trey Sheridan, the company has raised just under $1 million in capital and is backed by Bill Gates’ Breakthrough Energy, Shell, Black & Veatch and other organizations.

Torres Orbital Mining (TOM)

Space tech company Torres Orbital Mining aims to pioneer the sustainable extraction and processing of lunar regolith and designs and builds robotic systems for excavating, classifying, and delivering lunar material. The company aims to accelerate a permanent and ethical human presence on the Moon.

The company was founded this year by Luis Torres, a current MBA candidate at Rice Business.

Wellysis USA Inc.

Wellysis USA Inc. works to detect heart rhythm disorders with its continuous ECG/EKG monitor with AI reporting. Its S-Patch cardiac monitor is designed for extended testing periods of up to 14 days on a single battery charge. The device weighs only 9 grams, is waterproof and designed to be comfortable to wear, and is considered to have a high detection rate for arrhythmias. It is ideally suited for patient-centric clinical trials to help physicians make diagnoses faster, cheaper and more conveniently.

It was established in Houston in 2023 and participated in the JLABS SFF Program the same year. It closed a $12 million series B last year. It was founded by CEO Young Juhn, CTO Rick Kim, CFO JungSoo Kim and chief strategy officer JoongWoo Kim.

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The Ion taps John Reale for startup and investor role

new hire

The Ion has named John "JR" Reale as its director for startups and investor engagement.

In his new role, Reale, a longtime leader in Houston’s startup ecosystem, will work to strengthen the innovation district's founder and investor network.

"Here’s what I’ve come to believe: the Ion is not just a building, not just a real estate play, and not just another innovation district. COVID, remote work, and shifting market dynamics changed the rules. Key ingredients like co-working, events, and community, while impactful, are no longer enough on their own," Reale shared on a LinkedIn post announcing the move. "What’s needed are advantages ... We need to intentionally design a system that repeatedly delivers advantages so founders can pull forward their visions."

Reale previously served as executive in residence and venture partner at TMC Venture Fund and co-founded Station Houston. He also serves as managing director of Integr8d Capital. He's an investor and serves on the board of directors for a number of venture-backed companies, including Cart.com, Lionguard and others.

The Ion will host "Today Is Day One – A conversation with John (JR) Reale" to welcome Reale to the role on Tuesday, Oct. 21. Reale will be joined at the event by Heath Butler, partner at Mercury, to discuss their thoughts on shaping Houston's founders ecosystem, as well as the Ion’s Founder Advantage Platform.

"On top of this connected architecture, we will build product. That product will be the Founder Advantage Platform to remove friction, compress time, and compound outcomes," Reale continued on LinkedIn. "This is the system that will drive repeatable experiences, and naturally, make these journeys so much more fun."

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