The Consumer Insights and Business Innovation Center (CiBiC) at the University of Denver is an interdisciplinary center established for the study of human behavior with an emphasis on market-driven results. CiBiC engages students, faculty, and members of the community by providing a multi-functional space for collecting and interpreting primary and secondary data. Mission: CiBiC is the research center of the Daniels College of Business that is dedicated to: • Fostering the creation of new knowledge related to insights and innovation • Enabling students, faculty, and professionals to learn how to develop actionable insights that lead to innovative outcomes Vision: Become a world-class research center that enables faculty, students, and businesses to explore and use the newest, cutting-edge technologies to create solutions that address business problems across a wide variety of industries. Current Goal: To develop programs, workshops, and events to support the discovery of human-centered insights and lead to the development and commercialization of new products or services. Businesses can engage with CiBiC through strategic partnerships, client projects, internships, networking events, and workshops. CiBiC’s current capabilities include designing and implementing experiments, surveys, focus groups, competitive and market analyses, and customer experience journeys. Future considerations include sensory studies and UI/UX as well as leveraging AI and other emerging technologies. CiBiC guides students, faculty, and businesses along a journey that starts with discovering the needs, feelings, and behaviors of consumers and ends with ideas for developing new and improved market solutions. • Discover: Identify underlying business problem • Define: Establish strategic goals and objectives • Develop: Prototype and iterate potential solutions • Deploy: Implement and test solution