Research Lab for the Study of Consumer Behaviour

The University of British Columbia, Vancouver, British Columbia
What the facility does

Investigates the role of consumer creativity and innovation in the marketplace.

Area(s) of Expertise

The lab is used for the study of consumer behavior:  investigating the role of consumer creativity and innovation in the marketplace. Dahl takes an experimental approach to identify ways for businesses to interact with consumers. His findings will contribute new knowledge about consumer psychology and provide insight to managers on how to facilitate the co-creation process more effectively.

Research Services
  • analytics

Specialized lab

Equipment

Function

A multi--purpose research lab

Consists of multiple small breakout rooms, a large central room and a breakout room.  One-way mirrors and video cameras; two projectors and screens; PC-connected whiteboards; Observation cameras and control station; software for data collection and analysis.

To run the experiments on a one-to-one basis. 

To collect observational data.

A computer lab

20 computer stations - laptops with flat screen monitors for data collections.

To conduct experiments using Medialab and DirectRTsoftware.  The software is used to administer the experimental manipulations, record responses, and collect data on response times, which are used as process measures in behavioural experiments. 

Title

URL

UBC gains $2.8 million for research infrastructure

http://www.publicaffairs.ubc.ca/2011/01/21/ubc-gains-2-8-million-for-rese arch-infrastructure/