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Wilfrid Laurier University Lazaridis School of Business & Economics
December 9, 2016
Canadian Excellence

The Consumer Research Laboratory is a state-of-the art facility and is a part of the Canada Research Chair (Tier II) awarded to Dr. Tripat Gill. The lab has been funded by grants from the Canadian Foundation for Innovation, the Ontario Research Fund, and Wilfrid Laurier University.

The consumer research lab enables our marketing faculty and graduate students at Laurier to conduct high-quality, controlled research, in a dedicated space. With grants totaling almost $95,000, this lab has been designed for experimental studies, online data collection and analysis, and much more.

The laboratory is equipped with 20 computer terminals, which include Qualtrics software for study design and survey-based, online data collection. The terminals also include MediaLab software for designing studies and measuring response times to specific tasks, as well as SPSS software for data analysis. Equipment to record thought protocols as well as a small break-out room with a one-way mirror provides for focus groups, interviews, and other tasks relevant to research studies.

The lab was officially opened on November 28, 2012. Click here to view the photos from the official opening of the laboratory.

For more information or to book the lab contact Glen Gorman at