University Partners with iMotions for X-Lab Launch

In the US, Suffolk University's Sawyer Business School has integrated iMotions' biosensor research platform to launch an on-campus human behavior lab called X-Lab, which is dedicated to advancing academic research and integrating it into the school's curriculum.

Owned by Smart Eye, iMotions offers software which combines data from more than 50 sensors - including eye tracking, facial expressions, sweat gland activity and brain activity - in one platform that tracks, aggregates and analyses nonconscious emotional, cognitive and behavioral data in real time. Its platform is now incorporated into the X-Lab, which will be used in a Master's in Marketing program, focusing on understanding the influences, emotions and reasoning that occur in consumers' nonconscious brains, and how that can be used to improve customer experiences.

X-Lab provides research tools and methodologies similar to those used by commercial marketers and businesses, through which students will be able to build their own marketing campaigns, as well as collaborate with local organizations on various marketing initiatives. The project is led by Mujde Yuksel (pictured), an associate professor and consumer behavior researcher, who says X-Lab will allow the school to prepare the next generation of marketers and market researchers.

Peter Hartzbech, founder and CEO of iMotions, adds: 'It's no longer enough for marketers to know what decisions consumers made; they need to understand why those decisions were made - the reasoning, influences and motivations behind behavior that ultimately can unlock greater success. Sawyer Business School is really putting itself at the forefront by developing a curriculum that provides students with access to the tools, technologies and information that will be central to success in business'.

Web sites: www.suffolk.edu and www.imotions.com .