Skip to main content

Dr Markos Kyritsis

Lecturer of Informatics

BISA Departmental Ethics Officer
Informatics MSc Exams Officer

Markos Kyritsis 75n7l9phu


  • Data Analytics, 
  • Human Computer Interaction, 
  • Cognitive Modelling, 
  • Usability / User Experience, 
  • VR Training


LG12, Henley Business School, Whiteknights

Dr Markos Kyritsis spent several years working in the tech industry before migrating to academia in 2009. Since then, he’s worked in small and large departments in Greece and the Middle East, before finally moving to Henley Business School's BISA department.

Dr Markos Kyritsis is an interdisciplinary researcher and data scientist with a diverse publication history in the areas of cognition, computing, and business.

He is a member of several research teams both inside and outside the UK, who are currently engaging or have engaged in studies involving: cognitive modelling; eye tracking; virtual reality; entrepreneurial intention; and predictive analytics in a medical setting.

His research interests include: modelling human performance in Euclidean optimization problems; usability / user experience research (particularly in 3D environments); virtual reality training; and gamification of psychometric/behavioural tests.

Reference: Stouraitis, V., Thomson, J., Tsanis, K., Kyritsis, M. and Harris, M. H. M. (2020) The effect of autonomy in sustaining social entrepreneurial intention through management education: the cases of Malaysia and Scotland. In: BAM2020 Conference In The Cloud, 2-4 September 2020.
Reference: Kyritsis, M. , Gulliver, S. R. and Feredoes, E. (2020) Visual search fixation strategies in a 3D image set: an eye tracking study. Interacting with Computers, 32 (3). pp. 246-256. ISSN 0953-5438 doi:
Reference: Vlastos, D. D., Kyritsis, M. , Varela, V.-A., Gulliver, S. R. and Papaioannou-Spiroulia, A. (2020) Can a low-cost eye-tracker assess the impact of a valent stimulus? A study replicating the visual backward masking paradigm. Interacting with Computers, 32 (2). pp. 132-141. ISSN 0953-5438 doi:
Reference: Stouraitis, V., Harris, M. H. M. and Kyritsis, M. (2019) Individual entrepreneurial orientation in higher education and unsettling emerging market conditions: The cases of Malaysia and Thailand. In: The 2019 British Academy of Management Conference, 3-5 Sep 2019, Aston, UK.
Reference: Stouraitis, V., Harun, M. H. M. and Kyritsis, M. (2019) Exploring individual entrepreneurial orientation through education in emerging market conditions: the case of Malaysia and Thailand. International Journal of Entrepreneurship and Small Business. ISSN 1741-8054 (In Press)
Reference: Stouraitis, V., Harun, M. H. M., Kyritsis, M. and Bonchoo, P. (2018) A validation of web-based surveys for exploratory research in the areas of business and entrepreneurship. In: 2018 Fifth HCT Information Technology Trends (ITT), 28-29 Nov 2018, Dubai, United Arab Emirates, pp. 91-93.
Reference: Kyritsis, M. , Ud Din, S. and Gulliver, S. (2018) Quotient algorithm: a simple heuristic for the travelling salesperson problem inspired by human solutions. In: 2018 Fifth HCT Information Technology Trends (ITT), 28-29 Nov 2018, Dubai, United Arab Emirates, pp. 47-49.
Reference: Stouraitis, V. and Kyritsis, M. (2016) Small and medium-sized enterprises’ exporting: Home and host country motivators effect on first and successive export venture decisions. Management : Journal of Contemporary Management Issues, 21 (1). pp. 97-115. ISSN 1846-3363
Reference: Stouraitis, V., Boonchoo, P., Harun, M. H. M. and Kyritsis, M. (2017) Entrepreneurial perceptions and bias of SME exporting opportunities for manufacturing exporters: a UK study. Journal of Small Business and Enterprise Development, 24 (4). pp. 906-927. ISSN 1462-6004 doi:
Reference: Stouraitis, V., Harun, M. H. M. and Kyritsis, M. (2017) Motivators of SME initial export choice and the European Union regional effect in manufacturing. International Journal of Entrepreneurial Behavior & Research, 23 (1). pp. 35-55. ISSN 1355-2554 doi:
Reference: Kyritsis, M. , Gulliver, S. , Feredoes, E. and Ud Din, S. (2018) Human behaviour in the Euclidean Travelling Salesperson Problem: computational modelling of heuristics and figural effects. Cognitive Systems Research, 52. pp. 387-399. ISSN 1389-0417 doi:
Reference: Kyritsis, M. , Blathras, G., Gulliver, S. and Vasiliki-Alexia, V. (2017) Sense of direction and conscientiousness as predictors of performance in the Euclidean travelling salesman problem. Heliyon, 3 (11). e00461. ISSN 2405-8440 doi:
Reference: Kyritsis, M. , Gulliver, S. and Feredoes, E. (2018) Acknowledging crossing-avoidance heuristic violations when solving the Euclidean travelling salesperson problem. Psychological Research, 82 (5). pp. 997-1009. ISSN 1430-2772 doi:
Reference: Kyritsis, M. , Gulliver, S. , Feredoes, E. and Nadee, W. (2016) Do more pictures mean more effort? Investigating the effects of monocular depth on target detection in a 3D WIMP pictures folder. In: The Ninth International Conference on Advances in Computer-Human Interactions (ACHI 2016), 24 - 28 April 2016, Venice, Italy, pp. 1-5.
Reference: Kyritsis, M. , Gulliver, S. R. and Feredoes, E. (2016) Environmental factors and features that influence visual search in a 3D WIMP interface. International Journal of Human-Computer Studies, 92-93. pp. 30-43. ISSN 1071-5819 doi:
Reference: Kyritsis, M. , Gulliver, S. and Morar, S. (2014) Cognitive and environmental factors influencing the process of spatial knowledge acquisition within virtual reality environments. International Journal of Artificial Life Research, 4 (1). pp. 43-58. ISSN 1947-3087 doi:
Reference: Khasab, B., Gulliver, S. , Alsoud, A. and Kyritsis, M. (2014) Scoping customer relationship management strategy in HEI - Understanding steps towards alignment of customer and management needs. In: 16th International Conference on Enterprise Information Systems, 27 - 30 April 2014, Lisbon, Portugal.
Reference: Kyritsis, M. , Gulliver, S. , Morar, S. and Stevens, R. (2013) Issues and benefits of using 3D Interfaces: visual and verbal tasks. In: International Conference on Management of Emergent Digital EcoSystems (MEDES), 28 - 31 October, 2013, Neumünster Abbey, Luxembourg.
Reference: Hu, S., Gulliver, S. , Kyritsis, M. and Stevens, R. (2013) Fashion magazines: design implications of focus and perception variance between Chinese and UK females. In: The International Conference on Management of Emergent Digital EcoSystems 2013 (MEDES), 28-31 October, 2013, Luxembourg.
Reference: Kyritsis, M. and Gulliver, S. R. (2009) Gilford Zimmerman orientation survey: a validation. In: 7th International Conference on Information, Communications and Signal Processing (ICICS 2009), 8-10 Dec 2009, Macau, pp. 1-4.
Reference: Kyritsis, M. , Gulliver, S. R. and Grzybek, H. (2010) Understanding individual differences: learning space in virtual environments. In: Proceedings of the International Conference on Management of Emergent Digital EcoSystems (MEDES 2010). ACM, New York, USA, pp. 267-274. ISBN 9781450300476 doi:
Reference: Kyritsis, M. , Gulliver, S. R. and Morar, S. (2011) Learning space in virtual environments: understanding the factors influencing training time. In: Ciaramitaro, B. (ed.) Virtual worlds and e-commerce: technologies and applications for building customer relationships. IGI Global, pp. 216-230. ISBN 9781616928087
Reference: Kyritsis, M. , Gulliver, S. R. , Morar, S. and Macredie, R. (2009) Impact of cognitive style on spatial knowledge acquisition. In: IEEE International Conference on Multimedia and Expo (ICME '09), 28 Jun - 03 Jul 2009, New York, NY, USA, pp. 966-969.
Reference: Kyritsis, M. and Gulliver, S. (2011) Appreciating individual differences: exposure time requirements in virtual space. In: Ghinea, G., Andres, F. and Gulliver, S. (eds.) Multiple Sensorial Media Advances and Applications: New Developments in MulSeMedia. IGI Global, pp. 60-79. ISBN 9781609608217

Technology Advisory Practices

This module develops the students’ ability to address complex business problems involving the use of technology and formulate recommendations. As a part of the module students will have the opportunity...

Module code: MM398

Business data analytics

In this module learners will be introduced to key concepts related to descriptive and predictive analytics. They will become adept at managing, summarising and analysing data, and will gain experience...

Module code: INMR95

Business Data Analytics

Aims: This module introduces key concepts, techniques, and tools for business data analytics. Data analytics is a fundamental tool for any organisations to make strategic use of their data assets...

Module code: INMR95

Module Convenor and Lecturer for MM398 – Technology Advising Practices

Module Convenor and Lecturer for INMR95 - Business Data Analytics (MSc)

Dr. Kyritsis is a member of several research teams spanning a fairly wide range of disciplines. He spends most of his time investigating and modelling human behaviour in Euclidean optimisation problems such as the Travelling Salesperson Problem, which in turn results in the creation of heuristics that can support firms engaged in pickup and delivery problems. Current research engagements involve: investigating spatial judgement tasks in optimisation problems; investigating entrepreneurial orientation in emerging markets; and evaluating inexpensive eye tracking devices for usability studies.

The Joint Academic Board approved the award of £12,165 to support the project: Can digital records determine disease phenotypes of diabetes kidney disease in the chronic and acute setting to influence service development to prevent admissions?

Co-investigator alongside Dr Weizi Li, focusing on the data analytics of the project.