Consumer Insights Lab

As the #1-ranked business school nationally, it is of paramount concern that VSB students cultivate the skillsets necessary to compete and succeed atop today’s job market. As decision-making in business becomes increasingly data-driven, a student’s capability to conduct and understand consumer insights research is essential. In 2014, the Consumer Insights Lab (CIL) was founded as a greater CMCI initiative with the goal providing VSB students with resources and training to conduct cutting-edge consumer research. As an innovative, student-centered initiative, the CIL provides students with a platform to engage in meaningful primary consumer research. Through the CIL, students are able to conduct research to use for class projects and explore entrepreneurial ventures. Each year, the CIL manages over 50 student research projects and supplies students with thousands of completed consumer surveys from nationwide samples. Students gain hands-on experience in developing original research studies to address business problems. The CIL enables students to utilize state-of-the art technology while collecting real, meaningful primary consumer data.

“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. J&J has partnered with VSB for the case study program for over 10 semesters, and this semester's teams delivered some of the strongest, most professional presentations we’ve seen. 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

In addition to enhancing undergraduate research capabilities, the CIL is a resource for graduate students and faculty. Graduate students within the MBA program looking to reinforce entrepreneurial ideas with valuable consumer insights data routinely utilize the CIL for assistance with research design, data collection, and analysis. Faculty routinely utilize the CIL to conduct robust academic research studies that are published in the most prestigious business journals globally.

For more information on how the CIL can assist with your research needs, please contact CMCI Associate Director, Ray Taylor at

For More Information

Jeremy Kees, PhD
Richard J. and Barbara Naclerio Endowed Chair in Business
Professor, Marketing & Business Law
Faculty Director, Center for Marketing & Consumer Insights

Charles R. Taylor, PhD
Associate Director, Faculty Initiatives
Senior Research Fellow

Julie Pirsch, PhD
Associate Dean of Teaching & Learning
Associate Director, Student Initiatives