Center for Marketing and Sales Innovation
Research Capabilities
The Questions We Help You Answer
Organizations come to CMSI with questions about customers, products, and experiences. We design research that provides clear, actionable answers.
We help answer questions such as:
- How do customers experience our product or website?
- What captures attention and drives engagement?
- How do people respond emotionally to messaging or design?
- What influences decisions and behavior
Our expertise spans the full research process, from rigorous data collection to actionable insight.
How We Measure Behavior and Experience
The center uses a combination of behavioral, biometric, and traditional research methods to provide a comprehensive view of customer response.
Capabilities include:
- Eye tracking (visual attention and focus)
- Facial expression analysis (emotional response)
- Galvanic skin response (emotional arousal)
- Respiration and voice analysis
- Sentiment analysis
- Surveys and structured questionnaires
- Interviews and focus groups
- Think-aloud and task-based testing
- Digital navigation and interaction tracking
These methods can be combined to provide both depth and scale in research.
Flexible Research Environments
The center supports research across multiple environments to match the context of your question:
- Lab-Based Research: Controlled environments at Tampa and St. Petersburg campuses
- Field Research: Data collection in real-world settings
- Online Research: Scalable remote data collection using digital tools
This flexibility allows research to be both rigorous and practical.
Start a Research Project
Whether you are exploring a new product, evaluating customer experience, or seeking deeper insight into behavior, we can design a research approach tailored to your needs.