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VR and Eye-Tracking Laboratory

The VR and Eye-Tracking Laboratory at the Faculty of Economics, Technical University of Liberec, is a research facility equipped with cutting-edge technologies for analyzing visual attention, biometric responses, and user interaction with virtual environments. The laboratory supports scientific research in fields such as marketing, behavioral economics, user testing, and other disciplines focused on consumer behavior and the effectiveness of visual stimuli.

Basic Information about the Laboratory:

The laboratory was established with the support of the Jan Amos Komenský Operational Programme and the project Infrastructure Support for Doctoral Study Programmes at TUL. It offers students and academics unique opportunities for research and testing in areas related to visual attention, virtual reality, and biometric responses.

 

Location: H5022 (4th floor, Building H)
Lab Manager: Ing. Jitka Vávrová, Ph.D. (jitka.vavrova@tul.cz)

 

Thanks to its advanced equipment, the lab enables a wide range of research studies. A brief selection follows.

  • Eye-Tracking Analysis: Monitoring users’ visual attention while interacting with websites, advertising materials, application interfaces, or physical products.
  • Virtual Reality and User Behavior: Testing user responses to simulated environments, studying spatial orientation and cognitive load.
  • Biometric Measurements: Tracking physiological responses such as heart rate (ECG) or galvanic skin response (GSR) in combination with visual stimuli.
  • Marketing and Consumer Analysis: Examining the effectiveness of advertising campaigns, visual appeal of product packaging, and store layout design.
  • Mobile and Web Application Testing: Analyzing user experience when interacting with digital platforms.
  • Customer Experience and Purchasing Behavior: Studying customers’ decision-making processes, optimizing store layouts, and analyzing the effectiveness of pricing strategies.
  • Marketing Personalization: Using biometric data and eye-tracking to better understand individual customer preferences and improve the targeting of advertising campaigns.
  • Economic Aspects of Design and Communication: Investigating the effectiveness of various visual elements on websites, advertising banners, and printed materials.
  • Impact of Digital Technologies on Decision-Making: Monitoring attention and emotional responses during online shopping, and interactions with chatbots and digital assistants.
  • Workplace Environment and Ergonomics Analysis: Using VR to simulate work processes and analyze the effectiveness of employee training under different virtual conditions.

 

Laboratory Equipment

 

KONTAKT:

VR and Eye-tracking Laboratory
Faculty of Economics, Technical University of Liberec
Voroněžská 13
460 01 Liberec 1, Czech Republic

Contact person: Ing. Jitka Vávrová, Ph.D.

 

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