TECH NEWS – The region’s best-equipped neuromarketing lab has been established by Corvinus University of Budapest. The ten monitors and one wearable pair of glasses can provide researchers of human behavior with a huge amount of data in the fields of management, marketing, psychology, and sociology.
The professional background of the research workshop was presented to the press by Ákos Varga, head of the Department of Digital Marketing at Corvinus, and Rudolf Alexa, PhD student at Corvinus on March 6. The head of the department emphasized: The technology of tracking eye movements – eye-tracking or attention computing – can provide real-time, reliable, robust data for research into human behavior.
The new lab can help in the design of marketing materials, the study of customer preferences, product and packaging design or the development of user experience (UX). Moreover, it can also contribute to university education by examining the utilization of teaching materials. In scientific work, it can be connected to all areas that deal with the measurement and interpretation of visual attention and cognitive processes – that is, to research in management, marketing, psychology, sociology.
“With the lab, not only cutting-edge technology, but also new research areas, countless collaboration opportunities, and an attractive learning environment for students will arrive at Corvinus. The research workshop is a milestone not only for our university, but for the entire Hungarian innovation, as it also provides an opportunity to meet market needs” – said Ákos Varga.
The lab located on the Gellért Campus has a unique capacity in the region: it contains ten Tobii-branded eye tracking devices that can be attached to a monitor – suitable for measuring reactions to websites, images, and creatives – as well as wearable glasses that are suitable for monitoring the attention of test subjects in motion, such as customers.
Guests of the event were able to try out the eye camera devices, and the department’s staff demonstrated the many possibilities for visualizing the resulting data. The NEDIMARC (Neuro- and Digital Marketing Research Center) Research Center is committed to the scientific and educational use of the ever-expanding neuromarketing toolkit at Corvinus.
Source: Corvinus press release
