The Consumer Decision Making Lab (CDM LAB) is a modern consumer decision making research laboratory at the Faculty of Economics and Business Administration of Vilnius University. The main function of this laboratory is to deepen the understanding of consumer behaviour by conducting research using modern technologies.
The laboratory has a total of 12 computerised workstations, three of which are equipped with state-of-the-art Noldus Hub technology. This technology performs multiple functions in a single study:
Measures the respondent's heart rate (ECG) and heart rate variability (HRV);
Captures the skin's conductivity, i.e. the skin's ability to conduct electrical current, which varies according to the activity of the sweat glands;
Eye-tracking analysis - the system captures the respondent's attention to the test material displayed on the screen;
Emotion analysis - the application captures the respondent's emotions towards the on-screen material based on facial muscle movements.
All this allows researchers to compile large datasets, which, once analysed, can be used to produce scientific papers, etc.
Other computerised workstations conduct routine surveys to determine users' habits, attitudes and motives.
The laboratory also has a small minimarket. It is equipped to simulate the real shopping process and smart cameras help researchers analyse consumers' shopping habits.
The laboratory gives University students the opportunity to see and participate in consumer behaviour research at close quarters and to undertake professional practice. In the year since its inception, over 750 unique respondents have taken part in the research conducted here, and over 20 studies have been conducted.
