BEACON Lab stands for Biometric Evaluation, Analytics, Cognitive Observation and Neuromarketing. While it’s a collaborative effort between the Phillips School of Business and Nido R. Qubein School of Communication, any and all schools and majors can utilize the lab.
In the BEACON Lab, students use biosensors that measure a participant’s brain activity, micro changes in perspiration, 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.
