Behavioral Research & Insight NeuroLab

The Behavioral Research and Insight NeuroLab (BRAIN) is a dedicated space used to explore the complexities of human behavior and cognition through a marketing lens. Equipped with state-of-the-art technology, it uses advanced data analysis to analyze consumer decision-making. 

student and professor in the behavioral lab

BRAIN Lab Features

With cutting edge technologies and analysis tools, the BRAIN lab is equipped to uncover the intricate interplay between cognitive processes, emotions and psychological responses leading researchers to actionable insights for marketing and consumer research.

Eye-Tracking with Smart Eye Pro

The Smart Eye Pro eye-tracking device and software captures eye movement on screens of computers and other electronic devices. The software allows researchers to precisely monitor and analyze visual attention, gaze patterns and fixations, providing valuable insights into how individuals interact with various stimuli and visual content. 

Galvanic Skin Response (GSR)

GSR measurements assess the physiological arousal and emotional responses of participants and helps researchers understand the subconscious reactions and emotional engagement associated with various marketing materials or stimuli.  

Electroencephalography (EEG)

EEG data is essential for understanding the neural mechanisms behind consumer decision-making. This data enables researchers to capture real-time brainwave activity, revealing cognitive processes, emotional responses and levels of attention.  

Facial Expression Analysis (FEA)

The lab utilizes advanced facial expression analysis tools from Imotions and Affectiva. These tools allow researchers to precisely track and interpret facial expressions, providing insights into the emotional responses and facial cues that influence consumer behavior. 

Focus Group Facilities

snapshot from a focus group session in Towson University's Behavioral Lab

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. Twelve 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 including:

  • BBB Greater Maryland
  • City of Port Deposit
  • Echo Trades
  • Elite Revolutionary Solutions, LLC
  • Mazda Towson
  • SmartyReader

Interested in using our focus group facilities?

If your organization is interested in learning more about our facilities and partnering for research projects contact Hua Chang, Associate Professor and Director of Graduate Programs in Marketing Intelligence and Interactive Marketing, at 410-704-2426 or  

Databases for Data Mining

More than 230 million U.S. consumer and 16 million U.S. business data points are at your fingertips through databases 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.

Learn More

To learn more about the BRAIN Lab and its research in consumer behavior, neuroscience and advanced data processing, contact any of the following faculty members:

For inquiries or to schedule a visit to our state-of-the-art facility, contact Dr. Brett Kazandjian at