About The Lab

The Luxury Branding Consumer Research Laboratory


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The Luxury Branding Consumer Research Laboratory uses psychophysiological methods, including mobile devices capable of tracking consumers’ cognitive, attitudinal, affective, and behavioural responses through real-time psychophysiological measures.

Unlike traditional market research, data is collected in natural situations and in real time, providing reliable and objective information about what consumers think and feel when they see an advertisement or interact with a product. It’s versatility represents a marked move away from traditional marketing analytics in which consumer reaction to marketing content is measured through focus groups or interviews in a controlled environment. This innovative approach allows the lab to offer local Australian brands access to cutting edge technology, enabling the development of products and strategies which reflect dynamic and ever-changing consumer behaviour in real industry settings. The data will better equip marketers to attract, retain and satisfy consumers, and could become increasingly important as brands proliferate in global and fragmented markets.

The Consumer Research Laboratory is managed by the Luxury Branding Research Cluster in the School of Marketing. Headed by Professor Ian Phau, the team also includes Dr. Min Teah, Dr. Isaac Cheah and Dr. Billy Sung. The team has a long history of research and industry engagement across marketing, luxury branding, psychology and neurobiology.

Some past and present clients with research collaborators include Millbrook Winery (Fogarty Wine Group), Gabriel Chocolate, Simmo's Ice-cream and Healthway

For further information about the innovative applications of the Luxury Branding Consumer Research Lab, please view this video.