Facebook, in efforts to learn more about how their site is perceived, has built a new center in New York City to study marketing, via neuroscience.

The Center for Marketing Science Innovation is in a former night club, but is designed to look like a boring doctor’s office: Somewhere you’d be whipping out your phone and looking at social media.

Reports AdWeek:

The lab will study users in a variety of situations meant to simulate viewing content in various settings, including on a desktop computer, mobile device or big-screen television. The research lab, which Facebook says will be managed by a third-party company, will have rooms set up like living rooms, while others are more like a standardized testing center or a conference room.

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