Marketing and Consumer Behavior Research Group
Marketing and Consumer Behavior Research Group examines consumer behavior and business success factors in the marketplace. The research themes cover issues arising from a range of factors including product and service innovations, sustainability, bioeconomy, e-commerce, digital technology, data analytics, sensory marketing, brands, international markets, and entrepreneurial behavior. Quantitative market research serves as a cross-cutting theme for the research group. The purpose of the research group is to undertake impactful research in the marketing and consumer research domains, and transfer this knowledge to academic community and business practice.
UEF SenseLab is a multi-purpose research space which enables multi-sensory research setups, and it can be flexibly adapted to various experimental research needs. SenseLab is situated in the Educa building at Joensuu campus and it consists of a lounge, research space and a monitoring room. Senselab enables the study of consumer behavior and multi-sensory customer experience both in the real world and using virtual reality (VR) and augmented reality (XR). Depending on the research setting, the research space can be transformed using technology into, for example, a restaurant, a shop or a nature attraction. The equipment available in the space enables the participants’ behavior and reactions to be measured using video footage and objective behavioral metrics. For more information about the SenseLab, equipment and research opportunities, please contact: Professor: Tommi Laukkanen Assistant Professor: Heli Hallikainen Doctoral Researcher: Nino Ruusunen University Teacher: Marianna Halinen