{"id":319,"date":"2025-04-18T15:55:43","date_gmt":"2025-04-18T13:55:43","guid":{"rendered":"https:\/\/cobelab.cz\/home\/"},"modified":"2025-06-12T20:43:48","modified_gmt":"2025-06-12T18:43:48","slug":"uvod","status":"publish","type":"page","link":"https:\/\/cobelab.cz\/en\/","title":{"rendered":"\u00davod"},"content":{"rendered":"
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Our motivation?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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About Us<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our main motivation for building COBELab was to introduce neuroscience techniques into the field of marketing research. We do not want to negate conservative research techniques such as interviewing, questionnaire, observation, etc., but to support them with outputs from neurotechnology.<\/p>

The COBELab laboratory, which is part of the Department of Marketing and Business at the Faculty of Business and Economics of Mendel University, was established for the purpose of research in the field of marketing using neuroscience technologies. We currently have eye-tracking and EEG technology and are involved in tracking eye movements and measuring the influence of visual stimuli on the behaviour of individuals with an emphasis on marketing. Our current research focuses on topics such as product design, in-store communication, product placement, and human computer interaction (UX).<\/p>

Given the affiliation of our laboratory with a Czech public university, the core of our outputs is a combination of our students' theses, primary research and applied research with other institutions. Our goal is to publish interesting outputs in domestic and international journals and media.<\/p>

The beginning of our lab dates back to the end of 2013, when it was founded by the academic staff of the Institute of Marketing and Business.<\/p>

The current members of the COBELab team are Ing. Stanislav Mokr\u00fd, Ph.D. and Ing. Michal P\u0161urn\u00fd, Ph.D.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Research<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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Influence of marketing tools<\/a><\/h3>

Eye-tracking allows you to objectively observe which elements of marketing messages really attract attention, and which are ignored. This allows you to test the effectiveness of banner ads, native ads, product placement or email campaigns.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Desing and UX<\/a><\/h3>

Eye-tracking and EEG technologies are powerful tools for evaluating the usability and user experience (UX) of websites and mobile applications. Eye-tracking can be used to track how users perceive key interface elements - whether they notice important buttons, how they read text, or where they get lost in orientation.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Product desing<\/a><\/h3>

In both physical and digital retail environments, eye-tracking can be used to assess packaging visibility, brand perception, label readability and the decision-making process when selecting products on the shelf. Recording eye-trajectories in a real or simulated shelf helps to identify what first catches the consumer's eye and what motivates them to buy.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Other areas<\/a><\/h3>

Our technologies are also finding applications beyond commercial research. Eye-tracking and EEG have been used in collaborative projects on cognitive processes in education, reading and reading comprehension, as well as in medical and psychological studies.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Cooperation with COBELab<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Looking for a partner for consumer behaviour research, marketing message testing or user experience analysis?\u00a0<\/p>

COBELab offers state-of-the-art technological facilities, expert methodology and an open approach to collaboration on academic and commercial projects.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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High-end equipment<\/h3>

We have technologies for eye-tracking, EEG measurements and advanced analysis of visual attention and emotions.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Professional methodology<\/h3>

We rely on a combination of behavioral and neuroscience methods to provide deeper insights into consumer decision-making processes.\n\n<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Consultation<\/h3>

We are open to cooperation with academic institutions, companies and public organizations. We adapt the methodology and design of the study to the specific needs of the partners.<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tContact Us<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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For participants<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Information for participants<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Why get involved?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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By participating in research, you contribute to the advancement of knowledge in behavioral sciences, marketing and neuroscience.
Our studies help reveal how people perceive stimuli, how they make decisions and how their behaviour changes in different situations.<\/p>

Participants get:<\/p>