Equipped with state-of-the-art eye-tracking technology and customized space for focus
groups, the Behavioral Lab allows students, faculty members and business partners
to conduct cutting-edge, applied research.
Behavioral Lab Features
The Tobii eye-tracking device and software captures eye movement on screens of computers
and other electronic devices. The software allows researchers to analyze the eye movement
and patterns to assess points of focus as well as the path and length of focus. It's
a superb tool for website user interface studies.
About eye tracking
What is eye tracking?
Sensors capture eye movement including the path and length of gaze as a person looks
at something like a computer screen, object or image. Because the data captured is
based on behavior, researchers can use the information to analyze how people view
and interact with a variety of things from websites to consumer products.
How is eye tracking used?
Eye tracking has countless applications ranging from game design to accessibility
programs for people with disabilities. In marketing research, eye tracking can reveal
a lot of information about how people view marketing and advertising materials or
even product packaging. Since eye tracking provides evidence based on actual human
behavior, it is often more consistent and reliable than relying on word-of-mouth alone.
How can I learn more?
If you are interested in learning more about the Behavioral Lab or working with one
of our marketing classes to conduct thorough and detailed research, contact Philippe Duverger, Associate Professor and Director of Graduate Programs in Marketing Intelligenceand Interactive Marketing, at 410-704-3538 or pduverger AT_TOWSON.
Focus Group Facilities
The lab can accommodate up to 12 participants for in-depth focus groups led by trained
moderators. Behind the two-way mirror, analysts can observe behavior live.
Sessions can also be captured using the lab's video and sound recording devices. Web
streaming is available as well. 12 semi-private laptop stations are in place for online
study participants to complete surveys.
Research in ACtion
We've teamed up with many companies and nonprofits to help them conduct consumer research
in the focus group facilities.
More than 230 million U.S. consumer and 16 million U.S. business data points are at
your fingertips through databased provided by generous donations from Towson-based
CEGA. With more than 100 variables for consumers and more than 30 for businesses,
this data makes up the backbones of most national marketing research and data visualizations.
The consumer data contain information on individuals over the age of 18 that has been
anonymized and feature variables ranging from demographic and geographic data to mortgage
and credit information and more. The business data variables include industry NAICS
codes, revenue level, expenses and more.