ZAPOPAN, Jalisco; May 31, 2024.- The Universidad Panamericana Guadalajara Campus, through the Faculty of Economics and Business AdministrationThe Business Research Center (BRC) was inaugurated at the Guadalajara Campus.
What is BRC?
This center aims to provide the university community with innovative and advanced spaces for research and practical learning, promoting the integration of human, intellectual and technological capital in collaboration with industry to solve relevant problems in the business world.
Dr. Hugo Briseño, Research Secretary of the School of Economic and Business Sciences, explained that the idea of forming the BRC arose from the need to have a space similar to the laboratories of the natural sciences, but focused on economics and business, which allow the discovery of findings that not only contribute to scientific knowledge, but also offer solutions to real problems.
BRC Laboratories
The Business Research Center is composed of five interconnected laboratories that enable a wide range of research and practical applications:
Neuro Lab
It is equipped with biometric devices to measure people's responses to advertising stimuli, products, web pages or experiences. The following tools will be available:
- Eye tracker: helps to detect where a consumer's gaze is directed.
- Electroencephalogram: detects the brain wave in which an individual is.
- Analysis of facial expressions: detects the emotions generated by a stimulus by detecting micro-expressions.
- Galvanic skin response: detects the level of stimulation (arousal) through sweat peaks.
- Voice analysis: detects a person's feelings or emotions based on their tone of voice.
Innovation Lab
"Through virtual reality helmets, it allows us to access various metaverses, including UP's virtual retail, and interact with people from anywhere in the world," said Dr. Hugo Briseño.
It also facilitates conversations with artificial intelligences that simulate different scenarios, such as dissatisfied customers, job interviews and business presentations.
The laboratory is equipped with computers to design and interpret results of neuroscience studies applied to economics and business, in addition to offering instruction in data science.
3. Behavioral Lab
Equipped with a Gesell Camera, this laboratory is designed for detailed studies of consumer behavior. This space is essential for researching purchasing patterns, responses to marketing stimuli, among other aspects of consumer habits.
4. Retail Lab
It is dedicated to the analysis of retail in both the physical world and virtual reality. This laboratory has physical and virtual shelves that allow exploring different types of retail, such as clothing, shoes, beauty products, groceries and impulse products.
Through these environments, it is possible to observe and analyze consumer behaviors in different purchasing situations, as well as to evaluate the effectiveness of product presentation strategies.
5. Finance Lab
He focuses on three main areas: risk and return analysis of investment instruments in financial markets, brand and company valuation, and financial evaluation of investment projects through simulations.
Benefits for the Pan-American Community
The BRC offers a knowledge ecosystem designed to improve business reality. In this center, real business problems, data, scientific methodology, technology and intellectual capital are integrated, generating a practical and meaningful learning experience for students and academics.
Dr. Hugo Briseño invites the university community to visit the Business Research Center to "be at the forefront of knowledge about technology, which are and will be very relevant in the business world.to be at the forefront of knowledge about technology because it is and will be very relevant in the business world.".
The Universidad Panamericana Campus Guadalajara thanks the School of Business and Economics for its valuable collaboration in the creation of the Business Research Center and invites the university community to visit this center, where they will find unique opportunities for research, learning and professional development in a state-of-the-art environment.
