Understanding human behavior at Hofstra's Behavioral Research Lab

The Behavioral Research in Business Laboratory at Hofstra University is a state-of-the-art facility that was specifically designed to conduct multi-disciplinary behavioral research. We visited the lab, where Dr. Anil Mathur, Director of the Behavioral Research Lab at Hofstra University in Hempstead, N.Y., focuses on understanding the reasons behind people's actions and decisions.

Understanding human behavior at Hofstra's Behavioral Research Lab

The Behavioral Research Lab at Hofstra aims to serve students, faculty, and the broader community. Students gain experience with state-of-the-art methods including eye tracking, facial expression analysis, and voice recognition technologies. Through collaboration with Noldus, specialists in behavioral research technology, Hofstra developed a highly advanced laboratory focused on consumer and general human behavior research.

When asked about his experience with setting up a behavioral research lab, Dr. Anil Mathur emphasizes the importance of forward-thinking. His main advise: "Think of the future."

Inside the Behavioral Research in Business Laboratory

The Behavioral Research in Business Laboratory at is located at the Zarb School of Business at Hofstra University. It is a 1,556-square-foot facility designed specifically for behavioral research in business contexts. Each of the Behavioral Research lab rooms contains sophisticated equipment and software. All designed to facilitate precise human behavior studies and comprehensive data analysis.

The lab features two behavioral research rooms connected by a central observation room. Researchers monitor and manage experiments from this observation area. Additionally, the lab offers a conference room for focus groups.

There are also three private interview rooms that are well suited for detailed individual studies. Participants taking part in any of the studies can relax in a waiting area equipped with comfortable seating and a TV monitor.

Advanced research tools and lab equipment

The behavioral lab is fitted with advanced research tools and lab equipment. PTZ (pan-tilt-zoom) cameras throughout the facility record detailed experimental data that can be analyzed further with the help of behavioral research software.

• FaceReader
  This validated facial expression analysis software automatically analyzes six basic expressions objectively and unobtrusively, while also calculating gaze direction and attention patterns. Head orientation and person characteristiscs can also be analyzed.
• Viso
  Captures audio and video from all lab cameras to capture participant behaviors and interaction. This allows for detailed human behavior analysis, that is useful in education, training and skill development.
• The Observer XT
  Behavioral software suite The Observer XT collects, analyzes, and presents observational data, by recording videos using the installed cameras, and manages experimental setups.
• Tobii Pro
  Wearable glasses and screen-based eye tracking systems capture natural viewing behavior, allowing researchers to precisely identify where people look, including fixation timing and duration.

Moving forward with behavioral research

Hofstra University's Behavioral Research Lab continues to prepare students, researchers, and businesses for the evolving demands of understanding and influencing human behavior. By integrating advanced methodologies and keeping an eye toward future developments, Hofstra - together with Noldus - remains at the forefront of behavioral research innovation.

Frequently Asked Questions (FAQ)

Below you'll find answers to common questions about behavioral research in business. These FAQs will clarify key concepts and tools frequently used in the field.

What is behavioral research in business?

Behavioral research in business examines how individuals and groups make decisions related to products, services, and organizational practices. It involves observing and analyzing behavior to improve marketing strategies, consumer experience, and business performance.

What software is commonly used in behavioral research in business?

Software such as Noldus Observer XT, FaceReader, and Tobii Eye Tracking are frequently used in behavioral research for accurate data collection and analysis of behaviors, expressions, and attention patterns.

What is behavioral economics?

Behavioral economics combines insights from psychology and economics to explore how people make economic decisions, often deviating from rational models due to biases, heuristics, and emotions.