The Consumer Research Lab offers students on the Marketing degree programme the opportunity to use methods from applied research for project work and final theses. The focus of the lab is on investigating the experience and behaviour of consumers and the effect of advertising media.

The repertoire of the laboratory offers the following psycho-physiological measurement methods:

eye-tracking

Tobii Pro Lab the eye-tracking software from the leading provider Tobii Pro in conjunction with the Tobii Pro Fusion eye tracker enables the tracking and recording of gaze behaviour using infrared technology. Eye tracking makes it possible to identify the information perceived by consumers and thereby gain insights into behaviour and decision-making.

Furthermore, eye-tracking provides valuable insights into visual attention. In addition to advertising impact tests of adverts, usability tests of websites and software, folder, packaging and design tests can also be carried out. Dynamic content such as commercials can also be analysed with the system.

Automatic facial action coding

The FaceReader 8 software from Noldus makes it possible to draw conclusions about the emotional feelings of consumers based on their facial expressions. Live or pre-recorded video footage and images of consumers can be analysed, allowing the software to provide time-sensitive data on the emotions shown by facial expressions.

Skin conductance measurement

The laboratory has a mobile unit from MindWare Technologies that can be used to measure changes in skin conductivity. Skin conductance serves as an indicator of the state of arousal of the autonomic nervous system, which can indicate changes in the emotional and cognitive states of consumers.

Reaction time measurement

The E-Prime 3 software enables the presentation of stimuli with millisecond precision and the measurement of the consumer's reaction. With the help of tried and tested research paradigms such as the implicit association test, unconscious attitudes and preferences can be analysed.

In addition, the Consumer Research Lab offers the possibility of combining the above-mentioned methods with in-depth interviews or group discussions and recording them using video and audio recordings.

With over ten computer workstations (with Adobe Indesign, Illustrator, Photoshop, Bridge, Acrobat, Microsoft Office, SPSS, Sketch software) and an LCD display with ClickShare, the project room offers an ideal working environment for project groups working on case studies and seminars. The room also has a one-way mirror door, which is used in market research for group discussions.

This room is available around the clock via code card access.