During this year’s big game, the Center for Communication Research at Texas Tech will unveil a new testing facility that will examine how people watch television in a home setting.
The sitting area in the In-Home Research Lab.
The facility is located in the basement of the Media and Communication building, and resembles an average living room. Glenn Cummins, Ph.D., Associate Professor of Electronic Media, Associate Dean for Research and Director of the Center, said the In-Home Simulation Lab will better simulate participants’ natural reactions.
“What we want to do with this in-home simulation is to build a natural space,” Cummins said, “that still provides the control we need to do the types of research that we do.”
Cummins said many things can be observed in the lab. Observation cameras provide researchers tthe ability to watch real reactions of participants. Another technology that can be used is dial testing.
“We can measure moment by moment how people are responding to what they’re seeing on screen,” Cummins said.
In reference to the Super Bowl, Cummins said the lab could be used to monitor how people actually watch the game, and how they interact during a social event. Cummins said this is the perfect event for revealing the lab.
“What we want to do with this in-home simulation is to build a natural space.”
The event on Sunday will not be an actual study, but will showcase the facility. Cummins hopes to show what the lab is capable of in future research endeavors.
If you would like to take a look at the In-Home Simulation Lab, Cummins and Shannon Bichard, Ph.D. and chair of the Department of Advertising, will be in MCOM 061 on Feb. 2 from 4:30 p.m. to 7 p.m.
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