High Point University’s BEACON Lab offers students in the Nido R. Qubein School of Communication and Earl N. Phillips School of Business the opportunity to conduct marketing research.
HIGH POINT, N.C., Nov. 7, 2019 – High Point University students in the Nido R. Qubein School of Communication and Earl N. Phillips School of Business are utilizing a new state-of-the-art lab to conduct marketing and business research.
HPU’s new BEACON Lab stands for biometric evaluation, analytics, cognitive observation and neuromarketing. While it’s a collaborative effort between the schools of business and communication, any and all schools and majors can utilize the lab. iMotions, the company that provided the software to HPU, will be hosting an open house event for faculty, staff and students on Nov. 18 and 19 from 9 a.m. to 5 p.m. Media are invited to attend.
In the BEACON Lab, students use biosensors that measure a participant’s brain activity, heart rate, eye tracking patterns and more while reading or looking at something on the computer screen. The information collected tells students if someone is engaged or not and the type of emotions they are feeling.
“This lab gives our students a hands-on approach to research,” says Dr. Larry Carter, professor of marketing and director of HPU’s BEACON Lab. “It is a great step up for students pursuing graduate school to already have research published. While there are large marketing companies that have this type of equipment, not many colleges and universities have access to this cutting-edge technology.”
HPU’s Jessica Lowrey, a junior marketing major and studio art minor, and Corbin Elliott, a senior music major and entrepreneurship minor with a pre-medical focus, are researching the best ways to market a protein bar. They’re testing three colors and three keywords to see what the most effective and exciting options are for consumers.
“As a marketing major, I also love science,” explains Lowrey. “To see the mix of the two in our research is great. I asked Dr. Carter how I could get involved, and I’m glad I did. It’s state-of-the-art research that I want to continue after this project.”
“Working in the BEACON Lab gives us the opportunity to collaborate, and we’re learning a lot from Dr. Carter who brings years of research experience to our project,” says Elliott.