Sales and Marketing Lab

Solutions to sales and marketing challenges

SALES AND MARKETING LABORATORY

Sales and marketing solutions for businesses The Sales and Marketing Lab of Turku University of Applied Sciences enhances commercial processes and enables the creation of a competitive edge by utilizing biometrics.

Turku UAS’ Sales and Marketing Lab utilizes biometric equipment which measures eye movement, facial expression recognition and skin conductance as well as the iMotions and Tobii software. Utilizing biometrics in sales and marketing test settings enables objective and specific research results.

From observation to measurement Traditionally, the quantitative research on sales and advertising has been based on observation, surveys or interviews. Utilizing biometrics enables authentic quantitative research by excluding the effect of opinion or memory from the measurement results. This way, instead of opinions, true data on the impact of an advertisement or where the gaze is fixed can be obtained. When the duration of the fixation of the research subject’s gaze or the variation of their facial expressions is measured, quantitative research data is obtained. By combining this data with the research setting, reliable data can be obtained e.g., on reaching an agreement, the pertinence of pricing or the success of advertising.

The research topics can be e.g. • The impact of an advertisement • The success of marketing • The usability of websites • Different interaction and negotiation situations • The strength of tenders, agreements and terms • The impacts of internal and external factors

The Lab responds to the challenges of business in the changing world

Functionality of websites When studying the functionality of websites, the equipment measuring eye movement examines the moving and fixation of the gaze. With the help of a camera installed at the bottom of the computer or with portable goggles, the eye movement and gaze fixation on the website are measured. By utilizing eye movement tracking, reliable data on the fixation of the gaze can be obtained. This way, for example a heat map can be created, from which the time the research subject’s gaze has been fixed on a target can be defined with calculation software.

The impact of an advertisement The impact of an advertisement can be studied by measuring and analyzing changes in facial expressions. The unit which recognizes facial expressions observes and interprets both involuntary and voluntary movements of the facial muscles by using a high-resolution camera connected to the application. The unit which recognizes facial expressions can be combined with different test situations to find out the test subjects’ true emotional states when watching an advertisement.

Efficiency of a loan offer The efficiency of a loan offer can be studied by measuring and interpreting the changes in the electrical conductance of the test subject’s skin caused by sweating. With sensors attached to the fingers, measurement results can be obtained, and they can be combined with the measurement conditions and situations. When measuring the changes in the electrical conductance of the skin, reliable results on the strengths of the emotional states caused by loan offers can be obtained.

Interested? Sales and Marketing Lab is a part of the Entrepreneurship and Sales competence area at Turku University of Applied Sciences.

Visiting address

Lemminkäisenkatu 30, 20520 Turku