Customer Experience Tracking

The laboratory deals with the methods and techniques of customer-experience tracking, both in teaching and in applied research. Within the framework of CXT, state-of-the-art technologies and new research approaches are combined with the aim of identifying and evaluating consumer requirements for products and services and developing solutions for optimizing performance. The core of the innovative research approach is the combination of proven individual measurement methods of the user experience and their enrichment with a valid measurement of customer emotions during the shopping process. Combined with established user-experience-measurement technologies and methods, such as expert evaluation, questionnaires, eye tracking, skin conductance and Think Aloud, facial expression measurement provides the opportunity to gain information about the customer's feelings triggered by specific stimuli (e.g. images, text, prices).