students interacting in behavioral lab

As organizations become more data-driven and consumer-focused, students must feel confident working with data and applying it for strategic decision-making. In 2014, the Center launched the Consumer Insights Lab to ensure that VSB students gain hands-on experience developing original research and insights for courses and entrepreneurial ventures.

Today, the Consumer Insights Lab operates within the Laboratory for the Advancement of Interdisciplinary Research (LAIR) and manages over 50 undergraduate student research projects and supplies thousands of consumer surveys from nationwide samples using the latest technology so students can make data-driven recommendations to solve today’s business problems.

The Consumer Insights Lab is also a resource for MBA students looking to reinforce entrepreneurial ideas with verified consumer insights and VSB Faculty routinely use the Lab to conduct academic studies that are published in the most prestigious business journals globally.

“With the help of the Consumer Insights Lab at the Villanova School of Business, the student teams were able to access rich insights through primary research and deliver strong, consumer-centric business plans. The final recommendations from the team were strategic, tied to J&J’s values and brand equities, and backed by best-in-class data.”
– Johnson and Johnson

Jeremy Kees
Faculty Director

Ivy Wang


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