For nearly a century, marketers have been trying to discover effective techniques for predicting how customers will respond to everything from adverts to packaging. Generally this process has relied on asking consumers how they think they will behave in the future. However, this approach is somewhat flawed, as it assumes customers are able to accurately recall and explain their own thought process.
In fact, research suggests most purchase decisions are prompted by underlying emotional drives, meaning customers struggle to explain why they act as they do. The Laboratory of Consumer Psychology has the tools and expertise to uncover these unexplained decisions with accuracy and evidence.
Dedicated fMRI Scanner
The School of Psychology has its own dedicated fMRI scanner costing £1.5 million, that allows researchers to view shoppers’ brain activity in real-time. This technique is highly accurate, and many studies demonstrate it can predict consumer behaviour far more precisely than traditional market research approaches.
Five EEG Laboratories
In the last ten years EEG has started to dominate neuromarketing. New research has shown that EEG is far more accurate than any self-report measure at predicting which adverts are likely to be the most successful. Our five EEG labs are each equipped with the latest models, and are overseen by highly experienced researchers.
When shopping, consumers are constantly bombarded with a huge amount of visual information and it can be hard for a company to understand exactly what is capturing their customers’ attention. Are they looking at the brand name, trying to find the product’s price, or just trying to work out what the product actually is?
BIOPAC Consumer Research Devices
Understanding how consumers feel about a purchase decision is at the heart of most consumer research. Consumers may not admit how they are feeling, but their body will give away clues. To help track these changes we have a number of devices that can measure physiological changes in customers as they view marketing material.
Three Consumer Psychology Testing Labs
We have several specialised research laboratories configured to run a range of different experiments. As well having two customisable laboratories, we have a permanent computer laboratory. These facilities help us understand customers’ implicit brand attitudes, impulsivity, and decision-making processes.
Transcranial Magnetic Stimulation Laboratory
In order to understand how individual areas of the brain influence, perception, attention and memory, The School of Psychology has a dedicated Transcranial Magnetic Stimulation (TMS) laboratory. This allows researchers to safely stimulate neurons in individual regions of the brain and see how it impacts performance.