Customer Behaviour Laboratory
Customer Behaviour Lab provides an excellent opportunity for companies and research institutions to develop and analyze marketing, sales and product development processes, fostering a 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.
The laboratory studies rely 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.
The measurement technology
Biometric data offers insights into largely involuntary responses to stimuli. Biometric measurements can be complemented with interviews and surveys to gather subjective evaluations.
The measurement techniques include:
- Eye-tracking
- Facial expressions
- Skin conductance
- Gait
Eye-tracking is used to determine the focus, duration and shifts of a person’s gaze from one object to another. Facial expressions are analysed to examine the occurrence and duration of different emotions. The intensity of emotional reactions and stress levels is assessed by measuring changes in skin conductance and pulse. Gait measurements enable real-time motion tracking.
Our services
Website functionality
Screen-based eye tracking identifies the elements on a website that capture customers’ attention. It also measures the duration of their gaze and the sequence in which they view different elements.
The effectiveness of the ad
Screen-based eye tracking identifies which elements capture consumers’ attention in advertisements. Understanding the visual attention allocation helps in designing effective advertisements which stand out in the media clutter.
Effectiveness of the loan offer
Measuring facial expressions and changes in skin conductance provides reliable results on the strength of the emotional states induced by the loan offers.
The hardware and software
Eye-tracking
- 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 analysis
- Affectiva AFFDEX technology (iMotions)
Skin conductance
- Shimmer3 GSR (iMotions)
Gait
- Intel RealSense D455 cameras
- LightBuzz software
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 details
Head of Laboratory
Who: For companies interested in conducting studies on advertising effectiveness, usability testing, and improving marketing and sales. Collaboration with researchers conducting studies on visual attention, human emotions, and other areas of biometric research.
Price: Services are tailored to the client’s needs and priced individually. Please contact us for further discussions.
Location: our laboratory is located in ICT-city 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.
The Entrepreneurship and Value Creation research group supports companies in business development and sustainable value creation. The group aims to support entrepreneurial thinking and entrepreneurship through continuous learning.