Behavioural Research Laboratory – Neuro Lab

In the laboratory, the attitudes, responses to stimuli, and decision-making characteristics of individuals in different roles (e.g., consumers, employees, citizens) are studied. Based on the results of scientific and applied research, innovative decisions are suggested to improve the efficiency of management or marketing activities.

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Neuro LAB

When examining the behavior of individuals in different roles (e.g., consumers, employees, or citizens), it becomes evident that there is a significant gap between their consciously expressed attitudes and intentions and their actual behavior. To bridge this gap and thoroughly explore the (ir)rational decisions people make, the laboratory employs not only traditional research methods but also those based on experimental design and the application of neuro-technologies.

The scientific and applied research conducted in the laboratory is focused on identifying innovative solutions aimed at enhancing the efficiency and effectiveness of management and marketing activities, with the human (as a consumer, employee, or citizen) being at the core of all decisions. The laboratory’s researchers concentrate on the following areas of human behavior studies:

Exploration of deep-seated human attitudes (e.g., examining consumer preferences when choosing organic food products or studying shifts in people’s perceptions of healthy lifestyles);
Investigation of human reactions to various stimuli and decision-making processes (e.g., analyzing consumer experiences in physical or virtual retail environments by simulating different situations and modifying stimuli, or how their purchasing decisions change when product placement is altered);
Studies of human behavior patterns in specific situations/fields (e.g., exploring the impact of stress on managerial decision-making in the workplace or examining how consumers engage in sustainable consumption by participating in waste sorting).

Services

Analysis of Human Behavior and Experience in Physical and Virtual Environments.
Research on human behavior and experience in physical and virtual environments, where situations are simulated and stimuli are altered, provides a deeper understanding of individual’s subconscious attitudes and reactions, helps to explain the reasons behind people’s behavior, and identifies critical aspects of their experiences.

Testing Integrated Marketing Communication Solutions.
Testing integrated marketing communication solutions focuses on consumer engagement and attention capture. These studies provide insights into the elements that attract the target audience’s attention, enhance engagement, and encourage decision-making. They also assess the effectiveness and efficiency of tested solutions and offer recommendations for their improvement.

Testing of New Products, Prototypes, or Their Elements and Packaging Solutions.
Testing new products, prototypes, or their elements, as well as packaging solutions for different target groups, aims to identify critical attributes (such as appeal, attractiveness, functionality, taste, etc.) that affect the target group behavior.

Research on the Impact of Work Environment and Managerial Behavior on Employees’ Psychosocial Experience.
Research on the impact of the work environment and colleagues’ behavior in the workplace on employees’ psychosocial experiences provides insights for improving the work environment. These findings support decisions to increase employee engagement, job satisfaction, and improve leadership and management practices.