On April 6, 2025, Almaty Management University (AlmaU) held the Pop Up Lab AlmaU research event, combining a scientific approach, modern technologies, and real-life urban experience. The location was the “Terrenkur” café, located in one of Almaty’s popular pedestrian areas. The project’s main goal was to draw attention to urban environmental issues through the practical application of academic methods
A Pop-Up Lab is an innovative format for organizing scientific events aimed at engaging a broad audience in research and promoting scientific research. The main idea behind a Pop-Up Lab is to demonstrate that science isn’t boring or difficult, but rather interesting and relevant to everyone’s daily lives. Visitors to these labs can directly participate in interactive scientific experiments, observe research processes in real time, and interact directly with scientists and experts from various fields. A key feature of a Pop-Up Lab is its accessibility and openness to everyone, regardless of their level of scientific knowledge or age
Urban Center: Mapping Problems
Students in the “Urban Studies and City Management” program mapped the problems of the Terrenkur pedestrian zone, engaging residents in the process. Over 50 people were interviewed to identify points of comfort and discomfort in the urban environment. They wanted to demonstrate which tools can be useful when studying urban objects—including infrastructure, buildings, public transportation, and other elements of the urban environment.
It’s important to note that Almaty lacks a sufficient variety of public spaces that can fully meet the needs of different population groups. The city needs a thoughtful approach to creating accessible and comfortable areas for all citizens, including pedestrian routes, recreation areas, and infrastructure for different age groups and social groups.
The “Urban Studies and City Management” educational program actively develops professional competencies in future specialists capable of effectively responding to the challenges of modern urbanism. Future urbanists can make a significant contribution to improving the urban environment by creating more comfortable, functional, and accessible spaces. It is important to raise public awareness and draw attention to pressing issues so that our cities become more comfortable and livable
School of Management: Menu Analysis (Neuro Lab AlmaU)
As part of the Neuro Lab AlmaU project, a study was conducted on restaurant menu perception using neuromarketing technologies. A large screen was installed at the entrance to the café, broadcasting in real time as a participant studied the menu using special eye-tracking glasses. Passersby could observe which menu elements—dish names, images, prices, or descriptions—the participant paid attention to. The participant was seated at a separate table and was obscured from the screen, ensuring their behavior remained natural.
The study involved 20 respondents, all residents of Almaty. Their behavioral responses allowed us to accurately capture how consumers interact with menus during the decision-making process.
The project clearly demonstrated the potential of neuromarketing technologies for more accurate analysis of consumer perceptions and optimization of the user experience
AlmaU Pop-Up Lab exemplifies the application of this methodology in AlmaU educational process. Students in the Urban Studies and City Management and Marketing programs were given the opportunity to work in real-life urban environments, applying their theoretical knowledge and practical skills