Consumer Research Laboratory
Located off-campus, in Brock Research and Innovation Centre on Lockhart Drive in St. Catharines, the Consumer Research Laboratory (Consumer Perception and Cognition Laboratory) is a state-of-the-art research facility utilized by CCOVI. It aims to provide the knowledge and tools for the wine industry to increase market share for Ontario wines. Some of the work conducted includes:
- Identifying factors affecting consumer perception of wine quality
- Characterizing consumers' views on wine quality and Canadian wines
- Developing new wine styles and predicting consumer acceptability of such wines.
This facility totals 1,000 sq. ft. of research space. The facility offers an environment and atmosphere that reflects real life experience for participants, from a wine tasting bar to a winery retail store. It is equipped with an audio-video system used to record experiments in a controlled environment. It further uses a computerized questionnaire system that enables participants to answer questions while performing tasks such as wine tasting.