The Consumer Research Lab

The Consumer Research Lab and the Application of Biometrics and Psychophysiological Measures in a Business Setting

Conventional  market research tools such as surveys, interviews and focus groups can  sometimes produce unreliable and invalid data. Respondents can lie,  exaggerate, and undermine their responses. Furthermore, conventional market  research often cannot capture consumers’ unconscious feeling and thinking. To  address this, the Consumer Research Lab specialises in the use of different  biometric or psychophysiological measures to complement conventional market  research techniques. Specifically, the Lab consists of both fixed and mobile  technologies to conduct eye tracking, pupilometry, cardiac activity, skin  conductance, facial expression analysis, brainwave, and fNIR research. The Lab  also specialises in the application of immersive technologies including VR and  AR. The array of technologies allows researchers and practitioners to collect  more reliable and valid data, especially for unconscious responses such as  emotions. In this presentation, Dr Billy Sung will demonstrate the  technologies and research capability of the Lab, and showcase some of the  ongoing and completed projects in the area of ad concept testing, website  usability testing, consumer research as well as violence and stress in VR.