Behavioral Research Lab

Uncover insights into human behavior with cutting-edge neuromarketing tools.

The University at Buffalo School of Management's Behavioral Research Lab bridges the gap between academic theory and practical insights into human behavior. Using advanced neuromarketing tools like eye-tracking, facial coding and galvanic skin response, we help uncover what drives decision-making.

Our lab empowers students, faculty and external collaborators with state-of-the-art resources to conduct research that makes a tangible impact in the real world.

Our focus and capabilities include the following:

We measure what people are paying attention to, how they feel about what they see, and how excited it gets them to assess their real-time emotional responses.

Conduct in-depth interviews, focus groups and controlled experimental setups in flexible lab spaces.

Design, distribute and analyze surveys with robust data collection capabilities.

Efficiently schedule and manage study participants with SONA, a web-based system that connects participants with research opportunities and helps manage research participation, ensuring smooth, organized data collection.