{"id":279928,"date":"2026-03-04T10:43:27","date_gmt":"2026-03-04T08:43:27","guid":{"rendered":"https:\/\/kaunokolegija.lt\/english\/?p=279928"},"modified":"2026-03-04T10:43:27","modified_gmt":"2026-03-04T08:43:27","slug":"sensetrack-lab-opens-at-kauno-kolegija-a-new-hub-for-consumer-behaviour-research","status":"publish","type":"post","link":"https:\/\/kaunokolegija.lt\/english\/news\/sensetrack-lab-opens-at-kauno-kolegija-a-new-hub-for-consumer-behaviour-research\/","title":{"rendered":"‘SenseTrack Lab’ opens at Kauno kolegija: a new hub for consumer behaviour research"},"content":{"rendered":"\n
On 3 March, the ‘SenseTrack Lab’ \u2013 a neuromarketing and user experience laboratory \u2013 was officially opened at the \u2018ideaPoint\u2019 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.<\/p>\n\n\n\n
The \u2018SenseTrack Lab\u2019 is part of the ongoing modernisation of the institution\u2019s 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 \u2018Integration of Advanced Biometric and Behavioural Analysis Technologies for the Renewal of Research Infrastructure\u2019, implemented by the Faculty of Business and the Faculty of Arts and Education.<\/p>\n\n\n\n
From subjective perceptions to objective data<\/strong><\/h2>\n\n\n\n
During the ceremony, Dr Andrius Brusokas, Director of Kauno kolegija, emphasised that the new infrastructure is a significant step in increasing the institution\u2019s visibility and strengthening partnerships. \u2018I 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,\u2019 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.<\/p>\n\n\n\n
The event\u2019s moderator, Dr Mantas Dilys, a researcher at the Department of Business, explained that the \u2018SenseTrack Lab\u2019 helps transform subjective feelings into precise, analysable metrics. \u2018This space is a bridge between subjective consumer perceptions and objective data. What we might have previously categorised as \u201clike\u201d or \u201cdislike\u201d will now be measured through accurate biometric indicators and meaningful insights into consumer opinion,\u2019 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.<\/p>\n\n\n\n
This vision was echoed with professional enthusiasm by researchers from the Department of Communication, Dr Ligita Zailskait\u0117-Jak\u0161t\u0117 and Martynas Radzevi\u010dius, who highlighted the value the lab creates for both individuals and the market. Dr L. Zailskait\u0117-Jak\u0161t\u0117 emphasised that the research centre will primarily focus on a deeper understanding of the consumer: \u2018Value will be created here for the consumer, and as we know \u2013 a happy consumer means a thriving business.\u2019 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.<\/p>\n\n\n\n
M. Radzevi\u010dius noted that the technological upgrade significantly expands the faculty\u2019s applied research capabilities; the Faculty of Business is now equipped with the full infrastructure required for neuromarketing research. \u2018This 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,\u2019 stated the researcher. He added that the installed \u2018iMotions\u2019 equipment would provide objective answers to business-critical questions, ranging from packaging design solutions to attention-span analysis.<\/p>\n\n\n\n
An interdisciplinary space for student practice and innovation<\/strong><\/h2>\n\n\n\n
During the event, \u2018Mediauda\u2019, a team of students from the Faculty of Medicine, presented a pilot study conducted prior to the lab\u2019s opening regarding stress level fluctuations among Kauno kolegija staff in the workplace. Under the mentorship of M. Radzevi\u010dius, 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 \u2018iMotions\u2019 equipment and to further develop their competencies in physiological data analysis.<\/p>\n\n\n\n
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 \u2018SenseTrack Lab\u2019 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.<\/p>\n\n\n\n\n\n\t\t\t
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