The Biometrics and Innovation Lab is an interdisciplinary research center housed in the School of Communications at Grand Valley State University. The BIL’s mission is to inspire, innovate, and spark data-driven communication research and teaching to uncover human behaviors using biometrics and digital analytics tools and techniques. The Lab aims to inspire research collaboration between scholars, professionals, and learners to understand audience behaviors for strategic decision-making. The focus is on innovative communication research and teaching to tackle the challenges of technological changes that influence advertising and public relations practices. The Lab aims to empower learners by igniting a passion for data-driven research for professional excellence and public service.

Our vision is to become a regional research and teaching hub for emerging technologies that shape professional practices of communications. The Lab leverages the expertise of the GVSU learning community, community organizations, and communication professionals to train and nurture globally-minded citizens. The Lab is a resource hub for the GVSU and regional communities in harnessing the power of technologies for professional excellence and community service. The Ad/PR Biometrics and Innovation Lab promotes community empowerment through transformative social science research."