The Consumer Research Lab
Time & Location
About the Event
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.