The Mission of TIDE Lab is to enhance the research capabilities of the Culverhouse College of Business by providing a nourishing environment to foster innovative behavioral research across business disciplines.

About TIDE Lab

The Interactive Decision Experiment Lab is a behavioral research laboratory housed in the Culverhouse College of Business at The University of Alabama. The lab focuses on understanding various aspects of human behavior as it relates to business activities. The lab includes computer labs, breakout rooms, a shopper insights lab, and a virtual reality lab.

Contact Us

  • 249 Bidgood Hall
  • 205-348-4211

Participate in Experiments

Students looking for extra cash or class credit can volunteer to participate in Behavioral Lab experiments. Get started today!

Learn More about TIDE Lab Capabilities

IRB Note

All research at the University of Alabama involving human subjects is governed by the Institutional Review Board and the Office of Research Compliance. Every study conducted in TIDE Lab has been approved by the IRB. For participant questions regarding specific studies, please contact the study’s Principal Investigator or contact TIDE Lab’s manager at General inquiries regarding UA policy with respect to human subject research can be directed to Glenda Davis, Assistant Director, Office of Research Compliance, at