HPU’s New BEACON Lab: THE FUTURE OF APPLIED BIOMETRICS RESEARCH Dr. Larry Carter Professor of Marketing and Sales
Imagine a place where college students
can go to get hands-on experience
with the latest cutting-edge equipment that scientists use for neuromarketing research. Think of the possibilities for local businesses to collaborate with HPU students in order to solve their business challenges. Envision the opportunities that would become available for faculty to conduct biometric studies as well as mentor students in both undergraduate and graduate level biometric research. In 2019, High Point University turned these ideas into reality with the establishment of the new BEACON Lab in the School of Communication. The acronym BEACON stands for Biometric Evaluation, Analytics, Cognitive Observation and Neuromarketing. The BEACON Lab was the brainchild of Larry Carter, professor of marketing and sales. Before joining HPU in 2017, Dr. Carter was an integral part of a team that created a successful neuromarketing lab at his previous university. He brought his expertise in, and enthusiasm for, neuromarketing to HPU, proposed his ideas to the HPU faculty and was awarded a Think Big grant in 2018 to establish a lab on campus. Dr. Carter was also able to acquire additional funding and 24
The Lighted Lamp | Fall 2020
