NOESIS Lab: Measuring Consumer Response
Schulich launches newly equipped NOESIS Innovation, Design and Consumption Lab
The NOESIS Innovation, Design, and Consumption Laboratory is a state of the art behaviour and product design testing facility. It features an impressive array of specially calibrated equipment to measure arousal levels and other physiological responses, such as changes in pupil size, that occur when people are introduced to new products and design innovations. The lab, which is dedicated to fostering innovative research into consumption, consumer behaviour and design, will also help companies find out if their products will pass the ‘smell test’ with consumers.
Housed at Schulich since 2014, the NOESIS Lab is affiliated with 22 researchers and students across many disciplines at Schulich; the Kellogg School of Business at Northwestern University; and other universities.
“The NOESIS Lab is currently in talks with several companies interested in testing new products at the secure facility,” said Theodore J. Noseworthy, Scientific Director of the NOESIS Lab, Canada Research Chair in Entrepreneurial Innovation and the Public Good, and an Associate Professor of Marketing at Schulich.
“Marketers and new product design specialists can use our research results to better plan their launch strategies,” says Noseworthy. “This research can help them coordinate a launch that supports a climate where consumers are responsive to innovation.”