HIGH POINT, N.C. — What makes people want to buy a product? It's a question business people across the country are trying to answer, and High Point University students are getting hands-on answers right now. 

The school held an open house for the BEACON lab on November 18. It stands for "Biometric, Evaluation, Analytics, Cognitive Observation, and Neuromarketing." 

The lab uses biosensors to measure brain activity, heart rate, eye tracking patterns, and other technology to see if a consumer is engaged with what they're seeing and what type of emotions they're feeling. The research can give insight into what kinds of marketing campaigns work today. 

The research isn't just interesting. It can also give students a leg up on their post-college careers.

The director of HPU's BEACON lab, Dr. Larry Carter says "It is a great step up for students pursuing graduate school to already have research published. There are also large marketing companies that have this type of equipment. Not many colleges and universities have this kind of cutting-edge technology."

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