‘SenseTrack Lab’ opens at Kauno kolegija: a new hub for consumer behaviour research
On 3 March, the ‘SenseTrack Lab’ – a neuromarketing and user experience laboratory – was officially opened at the ‘ideaPoint’ Entrepreneurship and Creativity Centre of Kauno kolegija Higher Education Institution. This facility is dedicated to the objective assessment of consumer behaviour using biometric data, allowing for a deeper understanding of human reactions to environments or products. The laboratory will bolster the applied research of the Faculty of Business and serve as a platform connecting academic insights, practical student experience, and real-world business needs.
The ‘SenseTrack Lab’ is part of the ongoing modernisation of the institution’s laboratories, strengthening its position as a leading organisation in the field of applied sciences. The upgraded research infrastructure creates the necessary conditions to expand Research and Experimental Development (R&D) potential and consistently improve the quality of studies. Part of the laboratory equipment was acquired through the project ‘Integration of Advanced Biometric and Behavioural Analysis Technologies for the Renewal of Research Infrastructure’, implemented by the Faculty of Business and the Faculty of Arts and Education.
From subjective perceptions to objective data
During the ceremony, Dr Andrius Brusokas, Director of Kauno kolegija, emphasised that the new infrastructure is a significant step in increasing the institution’s visibility and strengthening partnerships. ‘I believe that we, as an institution, will be seen and heard, and most importantly, we will be able to offer business and other stakeholders research based specifically on data,’ the Director stated. This direction reflects the ambition to foster a research culture where decisions are grounded in empirical evidence and measurable results rather than chance.
The event’s moderator, Dr Mantas Dilys, a researcher at the Department of Business, explained that the ‘SenseTrack Lab’ helps transform subjective feelings into precise, analysable metrics. ‘This space is a bridge between subjective consumer perceptions and objective data. What we might have previously categorised as “like” or “dislike” will now be measured through accurate biometric indicators and meaningful insights into consumer opinion,’ he said. In practical terms, the laboratory is designed to record emotions and decision-making moments to better understand how individuals respond to presented information.
This vision was echoed with professional enthusiasm by researchers from the Department of Communication, Dr Ligita Zailskaitė-Jakštė and Martynas Radzevičius, who highlighted the value the lab creates for both individuals and the market. Dr L. Zailskaitė-Jakštė emphasised that the research centre will primarily focus on a deeper understanding of the consumer: ‘Value will be created here for the consumer, and as we know – a happy consumer means a thriving business.’ The researcher noted that the laboratory would provide answers as to why consumers behave in certain ways, offering businesses solutions based on empirical results while maintaining total openness to scientific collaboration.
M. Radzevičius noted that the technological upgrade significantly expands the faculty’s applied research capabilities; the Faculty of Business is now equipped with the full infrastructure required for neuromarketing research. ‘This is a major step forward. Today, we possess the entire spectrum of tools used in neuromarketing: the laboratory allows us to record key biometric response indicators and conduct complex neuromarketing observations. We are also implementing the most advanced software versions to ensure reliable data collection and analysis,’ stated the researcher. He added that the installed ‘iMotions’ equipment would provide objective answers to business-critical questions, ranging from packaging design solutions to attention-span analysis.
An interdisciplinary space for student practice and innovation
During the event, ‘Mediauda’, a team of students from the Faculty of Medicine, presented a pilot study conducted prior to the lab’s opening regarding stress level fluctuations among Kauno kolegija staff in the workplace. Under the mentorship of M. Radzevičius, the students recorded the physiological indicators of administrative staff in their natural work environment using heart rate monitors and respiratory sensors, supplementing the data with participant diaries. The students highlighted that this experience strengthened their motivation to continue working with ‘iMotions’ equipment and to further develop their competencies in physiological data analysis.
This laboratory contributes to an ecosystem where studies, applied research, and business partnerships are developed purposefully, responding to regional and national needs. The opening of ‘SenseTrack Lab’ marks a new stage in the development of the research infrastructure at Kaunas University of Applied Sciences, focusing on interdisciplinary collaboration. The laboratory will operate on the principle of openness and will be accessible to the entire community; students of the Digital and Creative Communication study programme are set to begin their work there as early as this autumn.
