Walt Disney Co. is planning to start a think tank designed to find out how and why people watch certain shows.

The Burbank-based entertainment company said Tuesday that its “emerging media and advertising research lab” will be run from a site in Austin, Texas. It will test several advertising techniques to gauge how receptive consumers are to products that are integrated into shows, the effectiveness of split screens and how programs are watched on mobile devices.

No date for the opening of the center or a start date for the study was given.

Shares in Disney closed down 1.3 percent to $34.33 Tuesday.