Capabilities

An unmatched media research facility driving the next generation of captivating, compelling content.

The Medialab provides the total consumer experience—content anywhere and any way audiences want it—allowing for unprecedented study of consumer behavior and engagement across the full spectrum of media types, platforms, devices, and scenarios. From large-group direct response, to subtle eye movements, or a change in heart rate signaling an emotional connection, the Lab’s numerous qualitative and quantitative measures of engagement generate fresh insights into how consumers access, process, and respond to information.

In-Home Simulation

A window into at-home media engagement

The In-Home Simulation offers unparalleled insight into how consumers interact and engage with content amid the devices and distractions of a typical home setting. In the non-laboratory, natural home environment, participants choose programming and how to access it, when and how to use available devices, and what else to do while viewing content—providing researchers and observers with a thorough understanding of how a message or program can stand out from the crowd.

Technology

  • 55" HD/3D/Internet-capable television with surround sound
  • Gaming consoles (e.g., Wii, PlayStation, Xbox)
  • Streaming media players (e.g., Roku, Apple TV)
  • Disk players (e.g., Blu-ray)
  • Tablets (e.g., iPad, Amazon Fire)
  • Smart refrigerator
  • 2 ceiling-mounted cameras and microphones

Combine with:

  • Biometric monitoring in the In-Home Simulation to supplement observation, tracking when participants respond and how much they emotionally engage with content.
  • Related studies in the Retail Checkout area to gauge brand awareness and loyalty after content exposure in the at-home environment.
  • Usability studies or focus group discussions to follow up on specific observed behavior or opinions of brand awareness after content exposure.

Testing scenarios could include:

  • Do viewers look up the Facebook page of a network or an advertiser when prompted during a commercial break?
  • How do content creators provide a more captivating video on demand (VOD) experience?
  • Gain more insight into the gaming experience by testing consumers’ knowledge of accessing online game content via an array of gaming consoles (e.g., Xbox, PlayStation, Wii).
Take the Virtual Tour >

Theater

Consumer response through the lens of the cinema

The Theater enables observers and researchers to understand group dynamics as participants respond to HD/3D television and theatrical content, such as series pilots, theatrical trailers, and advertising content. The audience response system—direct feedback via dial pads—generates a real-time aggregated metric of group engagement, which can be used not only to improve the on-screen content, but also to direct discussions or studies with smaller participant groups.

Technology

  • Seating for up to 47 audience members
  • Removable rows of seats enable use of Theater as event space
  • High-definition/3D projection onto 180" screen
  • Dolby THX sound system
  • 2 audience-focused cameras with visible/infrared imaging capability
  • 2 presentation-focused cameras
  • Dial-based wireless audience response system

Combine with:

  • Biometric monitoring in the Theater to supplement observation and direct response, tracking when participants respond and how they emotionally engage with content.
  • Eye-tracking studies to pinpoint the most effective layout of a screen or page, based on what participants focus on the longest.
  • Related studies in the retail checkout area to gauge brand awareness and loyalty after content exposure in the Theater.
  • Usability studies or focus group discussions to follow up on specific observed behavior or opinions of brand awareness after content exposure.

Testing scenarios could include:

  • How does the group react to different types of product placement and contextual advertising in a television show?
  • How does the combination of theater display and dial-based direct response determine when people find on-screen programming funny or interesting?
  • How does a large respondent group react to live viewing of sporting events or news?
Take the Virtual Tour >

Retail Checkout

From media to retail, what works in the checkout lane

The Retail Checkout area is the proving ground for understanding how and when content exposure equals sales. With a wide array of simulated retail checkout environments, researchers can monitor and record consumer point-of-purchase behavior, engagement, and decisions, providing insight into how consumers engage with on-screen or on-shelf retail content.

Technology

  • 3 checkout lanes, including one self-checkout
  • Newsstands, magazines, DVD racks
  • 4 ceiling-mounted cameras and microphones
  • Multiple simulated retail environment options

Combine with:

  • Biometric monitoring in the retail environment to determine emotional engagement with any type of brand messaging, including product packaging and shelf organization.
  • Eye-tracking studies for more granular analysis of content or display effectiveness.
  • Related studies in the Usability Lab, Conversation Room, Theater, or In-Home Simulation to evaluate brand awareness, loyalty, and likelihood to purchase after content exposure.
  • Usability studies or focus group discussions to follow up on specific observed behavior or opinions of brand awareness after content exposure.

Testing scenarios could include:

  • What types of products, packaging, and signage are most engaging? What do people pick up to purchase?
  • What checkout areas get the most attention and emotional response?
  • How does behavior change with the number of people in line? How do people use smart phones at checkout, and what role can they play in the process?
Take the Virtual Tour >

Usability Lab and Conversation Room

Discovering what consumers think and feel

The Usability Lab and the Conversation Room provide two areas that allow small groups and individuals to engage with content, react to it, and advise observers and researchers of their opinions. Participants interact with various forms of content on individual screens, personal devices, wall-mounted televisions, or hard copy prints, and then discuss their reactions, opinions, and preferences with a moderator. Observers watch and record activity via monitors that replicate participant screen content and live camera feeds focused on group and individual responses.

Configuration options

  • 8 stations with computer, gaming console, or guest device (Usability Lab)
  • 8 connections for notebook computers, tablets, or guest devices (Conversation Room)
  • 12 seats around meeting table (Usability Lab/Conversation Room)

Usability Lab technology

  • 8 24" monitors for computer, gaming console, other device input
  • 55" HD/3D/Internet-capable television
  • 2 46" monitors
  • 8 ceiling-mounted cameras for participants
  • 1 wide-angle ceiling-mounted camera
  • Multiple ceiling-mounted microphones

Conversation Room technology

  • 2 46" HD/3D/Internet-capable televisions
  • 4 ceiling-mounted cameras

Combine with:

  • Biometric monitoring in the Usability Lab or Conversation Room to supplement observation, tracking when participants respond and how much they emotionally engage with content.
  • Eye-tracking studies for more granular analysis of content effectiveness.
  • Theater, In-Home Simulation, or Retail Checkout studies that generate feedback or questions for detailed follow-up in focus group discussions.

Testing scenarios could include:

  • Assess the navigability and features of new websites, video games, or tablet apps?
  • Can they find the content they want to find?
  • What do they retain from various website layouts or designs?
Take the Virtual Tour >

Eye-tracking Room

The blueprint for captivating content

Studies performed in the Eye-Tracking Room produce a map of content that attracts consumer attention. Visual pattern data shows how participants consume websites and TV and mobile device content, proving what draws the eye and what is ignored. Real-time collection of consumers’ visual behavior allows for immediate adjustments to design and further testing.

Testable content

  • Virtual retail environments
  • Web pages
  • Computer applications
  • Mobile apps

Technology

Combine with:

  • Theater, In-Home Simulation, or Retail Checkout studies that generate feedback or questions for detailed follow-up in eye-tracking studies.
  • Usability studies or focus group discussions to follow up on specific observed behavior or opinions of brand awareness after content exposure.

Testing scenarios could include:

  • Which version of an ad or page layout is most effective to maximize time consumers spend looking at the product being advertised?
  • Are pop-up ads effective?
  • What do game players pay attention to on their gaming screens?
Take the Virtual Tour >

Usability Lab and Conversation Room Observation Areas

A customizable view of consumer activity and response

Dedicated observation rooms attached to the Usability Lab and Conversation Room allow for small groups of observers to monitor and even influence studies in real time.

On-screen content or camera feeds from every room in the Media Lab can be recorded or replicated anywhere else, including to multiple monitors in dedicated observation rooms, to other rooms in the Medialab—such as the Theater for large groups of observers—or even to remote view observers, and send inquiries remotely through a temporary, encrypted virtual private network. In addition, all content can be recorded immediately to any preferred media device.

Usability Lab observation technology

  • One-way mirror to testing room
  • 15 observer seats
  • 2 46" monitors for multiple camera/screen views
  • 8 smaller monitors

Conversation Room observation technology

  • One-way mirror to testing room
  • 10 observer seats
  • 2 46" monitors for multiple camera/screen views
Take the Virtual Tour >