What is the Customer Experience Lab?

The Customer Experience Lab (CEL) is a behavioral research laboratory at Virginia Commonwealth University’s School of Business. The objective of the CEL is to better understand what customers are experiencing and how those experiences affect outcomes such as attitudes, evaluations, and decision-making. For example, what do people look at, for how long, and in what order when evaluating a mortgage Loan Estimate? How does their eye behavior affect evaluations of the loan offer?

The CEL features equipment to record and measure objective and subjective measures of behavior related to customer experiences. Hardware and software to aid in customer experience research include computer stations, data collection and analysis software, and physiological instruments such as eye-tracking equipment. The CEL features two Tobii X2-60 eye-tracking stations for measuring customers’ visual experiences for basic research, student projects, and community initiatives.


The Customer Experience Lab is led by marketing department professors Dr. Jodie Ferguson and Dr. Mayoor Mohan. Check out their bios below:

Research Assistants

Student research assistants help the Customer Experience Lab run smoothly! Both undergraduate and graduate students assist in lab activities throughout the school year. Some of the projects research assistants work on include data collection, data analysis, secondary data research projects, and maintaining the lab. Previous students have earned independent study course credit as a research assistant and have presented research at the VCU Undergraduate Research Opportunities Program (UROP) Poster Symposium.

Learn more about the CEL’s current and past research assistants below. To learn more about becoming a CEL research assistant, email celab@vcu.edu.

Check out our research assistants' bios below: