Customer Behaviour Laboratory
Our Customer Behaviour Lab provides an excellent opportunity to explore and develop sales, marketing and product development processes and create competitive advantage.
The laboratory conducts a wide range of research, including studies on the emotional impact of advertising and media, contract negotiation situations and usability studies. Usability studies are used to develop systems and equipment that are pleasant to use. Taking usability into account from the product development phase contributes to a positive user experience and increases product acceptance.
Our customer behaviour laboratory studies are based on the analysis of biometric data. The information generated by biometric measurements provides a comprehensive understanding of the cognitive processing and emotional experiences of consumers and customers.
Our measurement technology
The analysis of biometric data provides information on the largely involuntary responses to stimuli. Measurement results can also be supplemented by self-reported descriptions and interpretations by subjects.
- Eye movement measurement
- Facial expression recognition
- Measurement of skin conductivity
- Measurement of movement
Eye movement measurements are used to determine the focus, duration and shifts of a person’s gaze from one object to another. Facial motion detection is used to study the occurrence and duration of different emotional responses. The intensity of aroused emotional reactions and stress will be analysed by measuring changes in skin conductivity caused by sweating using hand-held sensors.
Our services
Website functionality
An eye movement camera or portable glasses are used to measure eye movement and gaze alignment on a website. Eye movement tracking provides reliable data on the movement of the gaze on a website. For example, a heat map can be generated, which can be used to determine the time the subject’s gaze has been focused on a particular element using calculation software.
The effectiveness of the ad
Eye movement measurement is used to identify the elements that attract the viewer’s attention. The study can be combined with computer-based facial microimage recognition to reveal the true emotional states of subjects when viewing an advertisement.
Effectiveness of the loan offer
The effectiveness of the loan offer is studied by measuring and interpreting the changes in skin conductivity due to the subject’s sweating. Finger-mounted sensors provide measurement results that can be linked to the conditions and situations under which they are measured.
Measuring changes in skin conductivity provides reliable results on the strength of the emotional states induced by the loan offers.
The hardware and software we use
Eye movement measurement
- Tobii Pro Spectrum 1200 Hz
- Tobii X3-120 Hz
- Tobii Pro Nano
- Tobii Pro Glasses 3 Live View Wireless 100
- Tobii Pro Lab
- iMotions
Facial expression recognition
- Affectiva AFFDEX technology (iMotions)
Electrical conductivity of the skin
- Shimmer3 GSR (iMotions)
Measurement of movement
- Intel RealSense D455 camera
- LightBuzz software
More on our services
Reaching people through advertising is more challenging than ever. The number of channels and content has grown to unimaginable proportions, while people’s attention spans have sunk to the level of a goldfish. A distinctive and clear idea is still the name of the game, but when it comes to ensuring that the visual idea is positioned in such a way that the message gets across and the advertiser is not confused, Customer Behaviour Lab’s research is a very useful tool. Also, the service is professional and smooth in every respect.
Vesa Tujunen, CEO, Advertising Agency Make it Simple Oy
The emotional impact of media in public spaces
The Customer Behaviour Laboratory is involved in research on the emotional effects enabled by multimedia, their replicability and exploitation in public spaces such as airports, public transport, lifts and their environments. The results of the joint project between Turku University of Applied Sciences, the University of Turku and corporate partners will benefit several industries, from lift manufacturers to architects and from smart lighting manufacturers to media content producers.
Contact us, let’s discuss more
Sales to Businesses
Who: Companies and organisations that want to test the effectiveness of advertising or the usability of their products, for example, and improve their sales, marketing and product development processes.
Price: services are tailored to the client’s needs and priced on a case-by-case basis. Please contact us and let us know your needs and we will provide you with a quote.
Location: our laboratory is located on the Kupittaa campus. Please arrange a visit in advance.
Experts behind the services
The mission of the Marketing and Customer Behaviour Research Group is to be involved in researching and supporting the transformation of sales in companies. Our experts develop different aspects of sales, from sales to strategic sales management.
The Sales and B2B business research group focuses on developing interaction and negotiation skills at the interface of sales and buying processes, improving the profitability of B2B companies and combining RDI, education and business. The group also researches and develops business support innovations for companies in both face-to-face and remote interaction situations.