The different laboratories of ESIC University are dedicated to the development of research projects in different areas. They also collaborate in the teaching of all departments and with the existing research groups at the university. Students also have access to the laboratories according to their specific needs derived from related subjects or work.
Advances in disciplines such as medicine and neuroscience have allowed the expansion and application of their knowledge to other areas of research, representing its most innovative and pioneering facet. ESIC University reflects these advances in its MindLab neuroscience laboratory, created to carry out most of the most common experiments in neuroscience applied to the field of marketing and business.
Neuroscience tools complement traditional market research methods by providing an essential layer of information about the motives that define consumer behavior. In this way, researchers can quantify emotional, behavioral and cognitive states that are not accessible to the reflective mind of the consumer. Some fields of application are: advertising effectiveness, branding, packaging, product testing, etc.
The Mindlab equipment includes devices for real-time monitoring of electroencephalogram (EEG), biosignals and eye-tracking. The use of Mindlab allows ESIC University to promote scientific contributions derived from the use of neuroscience techniques in research activities among research faculty, mainly in three lines of study: marketing strategies, advertising effectiveness and communication and digital ecosystem. As well as to promote knowledge among its students of neuroscience techniques at a professional level and their current use in market research studies.
MutimediaLab is configured as a multidisciplinary space, where the entire university community has access to everything necessary for the performance of their multimedia skills, with a focus on the production of digital content in the field of Communication and Advertising. It is a work space, where access to professional equipment for multimedia capture and editing.
MultimediaLab is configured as a multipurpose room, which can be converted into a recording set, thanks to its soundproofing and lighting system, its chroma and a whole series of audiovisual complements. This allows the PDI of ESIC University to transfer knowledge in a professional and appropriate way to the executive style necessary to impact the different institutions.
The QuantyLab project is part of the ongoing strategy of Educational Innovation by ESIC University and its faculty. This laboratory allows students to develop the skills in tools that will be required at the business level and therefore undoubtedly meet all the expectations of digitally advanced companies, that is to say, the excellence that ESIC University wants from its graduates.
One aspect of the project is the use of the case method applied to training in quantitative tools. These cases are developed in a coordinated way between professors from different disciplines to cover the business reality, which is usually multidisciplinary.
It should be noted that the laboratory is based on the use of computer calculation tools to solve problems, and not on repeating the concepts that had already been taught in the different subjects. This is due to the fact that at all times we have sought to ensure that participants acquire practical skills within the company and that they are then able to apply this knowledge to different areas within an institution, such as: Marketing and Sales, Finance, Operations or Big Data.
Regarding the tools and in line with the current trend in technology, open tools are used, many as Excel add-ins and other very powerful platforms such as R and its "packages" environment that will help to acquire the expected competencies more quickly through their use in the different use cases that are worked on: Decision Making, Efficiency in the use of resources, Predictive Analysis or Analysis Capacity.
The Digital Marketing Lab ESIC University aims to explore the latest research in web positioning and begins by focusing on Search Engine Optimization (SEO) from the WordPress environment. Unlimited hosting and websites are made available to the entire university community so that they can analyze the theoretical and practical effects of the implementation and subsequent analysis of different SEO strategies (SEO and SEM), from the creation of pages in WordPress environment, the creation of campaigns (GoogleAds) to the analysis with web analytics tools (Google Analytics, Semrush, etc.). Both students and PDI can test new strategies derived from SEO and SEM research in a real environment and evaluate the effects on communities and users.
This laboratory will evolve towards e-commerce strategies and other types of applications related to digital marketing. Likewise, the research derived from this laboratory will have an effect on the knowledge of possible fraudulent uses on the web, fake news and the impact of SEO or SEM on disinformation.