ROI - Return on Ideas

Research insights from the University of South Florida Muma College of Business

Consumer Insights

Illustration of three tip jars with differing levels of money in them

The Sunday dip: Why restaurant servers earn smaller tips on weekends 

For restaurant servers, a busy weekend shift might seem like a good opportunity to earn more in tips. Research from the University of South Florida suggests the opposite may be true when it comes to
the percentage diners leave behind.

robot server for a restaurant

New scale helps hotels measure robotic service delivery for guests 

As robots take on more jobs in hotels — from checking in guests to handling luggage and delivering items to rooms — their success depends on more than whether they complete the task. Guests also notice how the interaction feels.


Technology and Innovation

wind turbines in a cattle field

Environmental disclosure mandates can spark corporate green innovation 

When companies are required to reveal their greenhouse gas emissions, the impact may extend beyond greater transparency. New research suggests those requirements can also push businesses to develop more environmentally focused technologies — although the investment may come with financial trade-offs.

person using laptop to control robotic arm

Lower wages and robotics can give developing countries an investment edge 

As automation reshapes global manufacturing, developing countries may have more to gain than many expect. Research finds that countries do not necessarily have to choose between inexpensive labor and advanced robotics to compete for multinational investment.

illustration of several shields in a row

Choosing cyber insurance? Look beyond price and coverage 

For companies facing the growing financial risks of cyberattacks, buying insurance is only part of the equation. Choosing the right insurer — and understanding how that insurer operates before a crisis — can make a meaningful difference when an attack occurs.


Illustration of Brain with magnifying glass

Study maps new paths to creativity for humans and AI 

Creativity can feel like a flash of inspiration. Research from the University of South Florida suggests it may also be something we can deliberately steer.

Wooden blocks showing law, artificial intelligence, and judicial enforcement

As AI moves into high-stakes decisions, responsibility must be built in 

Artificial intelligence is increasingly shaping decisions that affect people’s health, education, access to information and interactions with public institutions. As those systems become more powerful, researchers say preventing harm cannot be an afterthought.

isometric small business loan flowchart

AI helps banks lend to distant small businesses without increasing risk 

For small businesses, geography can shape access to credit. Banks have traditionally relied heavily on local knowledge and relationships to evaluate borrowers, making it harder to assess businesses located farther away. New research suggests artificial intelligence could help banks overcome that information gap.