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Conduct Research

Stanford GSB faculty and PhD students can leverage the Behavioral Lab in one of two ways: conducting research independently or with the assistance of lab personnel.

If you are affiliated with the business school, our trained lab staff can assist you with your study. Simply fill out a help request form, and we will be in touch within 24 to 48 hours.

The lab has many resources to support and conduct your research, including lab spaces — both on and off the Stanford GSB campus — and online tools. You must contact the lab manager to receive training before you can access to these materials.

New Resources

Linguistic Inquiry and Word Count (LIWC)

LIWC is an analysis software program that codes text for over 70 different dimensions, including positive/negative emotions, self-references, and causal words. Contact the lab for more information about this new resource. 

Stanford Digital Repository

Stanford Libraries have developed this repository to serve as a long-term digital storage resource, available with persistent URLs, encrypted storage, and selectable/sharable files or folders. Use this as a place to house data for supporting journal article submissions.

Qualtrics SMS

Qualtrics SMS feature allows you to distribute short surveys to participants through text messages. Contact the lab for more information on how to use this feature.

Lab Features


The Behavioral Lab has four interview rooms, five computer labs with several computer stations in each lab, one conference room, and two rooms that house Tobii eye-tracking computers.

Westfield Oakridge Mall has a kiosk with six computer stations.

Experiments and surveys may also be administered in the field. In this case, the nature of the experiment or survey determines the location.


Below are the types of software that are currently in the lab. If your study requires other software licenses, let us know so that we can arrange for them to be purchased.

Qualtrics is the lab’s web-based survey tool, which is extremely versatile and can be used to administer questionnaires either online or in-lab. The software enables you to incorporate pictures, audio, and video clips into your surveys.

Qualtrics SMS allows researchers to quickly and easily reach participants by sending them short surveys through SMS. Contact the lab for more information about this. 

Linguistic Inquiry and Word Count (LIWC) is an analysis software program that codes text for over 70 different dimensions, including positive/negative emotions, self-references, and causal words.

MATLAB is a high-level language and interactive environment for numerical computation, visualization, and programming.

MediaLab is a versatile software package by Empirisoft that is available on all lab computers.

DirectRT is Empirisoft’s reaction-time software, which is available on all lab computers.

Inquisit, by Millisecond, is a web-based reaction-time program for which the lab has an account.

E-Prime is a suite of applications that provides an easy-to-use environment for computerized experiment design, data collection, and analysis.

Saliva Analysis Technology

The lab is capable of collecting and storing saliva (in a medical-grade freezer) for analysis. The saliva is sent to an off-site laboratory, where its components (e.g. cortisol, testosterone, progesterone) can be analyzed.

Handgrip Technology

The lab has four Vernier Hand Dynamometers which can measure exerted force on the handgrip over time to calculate grip strength, pinch strength, etc. 

Psychophysiology Equipment

We own 2 BioNomadix Wireless Respiration & ECG amplifiers and 2 BioNomadix PPG and EDA amplifiers. They are capable of measuring respiration, electorcardiogram, blood volume pulse (BVP), and electrodermal activity (also known as Electrodermal Response, Skin Conductance Activity/Response, or Galvanic Skin Response).

Participant Pools

Community Pool

Sona Community Pool is open to members of the surrounding Bay Area community who are not Stanford affiliates. 

Foothill Community College Student Pool

Students at Foothill Community College are available for surveys through application to the Institute for Research in the Social Sciences on campus. Applications to use this population must be submitted prior to the academic quarter you wish to run your project.

Harris Interactive

Harris Interactive is a phone polling company.

Mechanical Turk

Mechanical Turk is crowdsourcing platform run by Amazon that we use as a participant pool.

Sona National Pool

Sona National Pool is open to potential participants who are 18 years and older and in the United States and Canada.

Stanford Student Pool

Sona Stanford Student Pool is open to Stanford affiliates with a Stanford email address; though, most participants are undergraduates. Here, participants sign-up for either online studies or studies conducted in the lab.

Survey Monkey

Survey Monkey has a three-million-person pool. Potential participants can be easily be restricted based on demographic criteria.

Survey Sampling International

Survey Sampling International (SSI) is an international pool of survey takers.

Westfield Oakridge Mall

In the Westfield Oakridge Mall, we have a kiosk at which we can have participants take surveys.