Research Labs


The College of Media has dedicated research spaces in both the Armory Building and Gregory Hall, and also supports online research environments. 

Illinois Lab for Computational Analytics in Media (ILCAM)

211 Armory
Lab manager: Assistant Professor Margaret Ng
Internal guidelines:

Illinois Lab for Computational Analytics in Media aims to be an incubator for interdisciplinary research and education in the study of media. With the infrastructure ready, this worktop is the beginning of the lab’s effort to make data science in the study of media more prominent throughout the University of Illinois campus, enabling the College of Media to be one of the important leaders in the campuswide Illinois Data Science Initiative. Fully functional as of Fall 2019, renovations included a conference table and a wall-mount monitor for meeting/presentation, a working space (two Macs and two PCs), and two cubicles for conducting experiments.


222 Armory
Lab manager: ICR doctoral student Chen Chen

Members may use the lab to design their studies (e.g., use MediaLab or other software on machines in the lab) or for data collection. The AdLab is a place where advertising researchers can reserve space to run experiments and collect data on computers equipped with Sona System, which manages a cloud-based advertising research subject pool. (The AdLab is pictured above.)

Technocultures Lab and Qualitative Research Lab

221 Armory
Lab managers: Associate Professor Anita Say Chan and Associate Professor John Wirtz

The Technocultures Lab and Qualitative Research Lab is a shared research space. In the Technocultures Lab, interdisciplinary groups discuss ideas for projects related to digital cultures, science and technology in a global context, and more. The Qualitative Research Lab is a space for researchers to hold focus groups, collect and analyze data, and more.

MAd (Media and Advertising) Lab

43 Gregory Hall
Lab manager: Professor Kevin Wise

This lab has four rooms with psychophysiology, eye-tracking, and virtual reality capabilities. Researchers are able to measure heart rate, skin conductance, and facial electromyography (EMG), which are measures of attention, arousal, and emotion, respectively. They can also measure various indicators of eye movement such as gaze pattern, fixation duration, and saccades (eye movements between fixations). All of these indicators provide insight into what people are thinking and feeling in real time as they engage with various media. The virtual reality workstation is being used for studies on different applications of VR/AR in media and consumer behavior and human-technology interaction.

Movement Visualization (mv) Lab
Lab co-director: Assistant Professor Jenny Oyallon-Koloski

The mv lab is an embodied research environment that studies the manifestations of human movement in audiovisual, cinematic space by drawing on frameworks from Laban Movement Analysis, film form analysis, computer vision protocols, and visualization theory. The motion-capture mv tool allows a moving agent to interact in real time with a skeleton visualization of their figure movement, while a second agent can manipulate the frame’s relationship to the virtual skeleton, mimicking the craft of the moving camera.