The neuromarketing laboratory at KFU comprises advanced neurophysiological equipment and specialized software designed to measure unconscious responses of participants to different types of content.

With 11 fully equipped workstations, the laboratory conducts a variety of research, including assessments of skin moisture levels, skin resistance, pupil reactions, and neuroimpulses originating from the brain. By compiling and analyzing this comprehensive data, researchers reconstruct the psycho-emotional state and mood associated with specific visual or verbal sequences.