Laboratories of Experiences

The content in this section tells of our places and the mixed methods we apply.

TSW: a continuous research center for companies capable of listening
TSW offers companies the opportunity to truly understand their customers' needs through continuous research and active listening.
1' reading time
Fewer personas, more people
We simplify a language that uses English words, cripples its form, and changes its meaning. We choose Italian to convey precious concepts.
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The world is our laboratory
In every place there are people and therefore stories to listen to in order to design better experiences together. This is why the TSW mobile laboratory was born.
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Companies and customers: two different planets?
Reconnecting those who design products and services with the people they are intended for, helps the corporate planet to take care of the customer experience.
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TSW: the beginning, the turning point, the intuition
The story of TSW, as told by its CEO and founder. From the beginning, with visibility on search engines, to the co-design of quality experiences.
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Open places to find and give hospitality to People’s Experiences
Open places: the opportunity to come and visit us to better understand the approach we carry out in our laboratories where you will find our researchers who confront themselves every day with the reality of people’s lives.
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Neuromarketing: the approach that unites neuroscience and the study of the consumer
The application of neuroscientific techniques to the study of consumer reactions: between "scientific value" and "fake news", the birth of an "approach", the Neuromarketing, which for us focuses on the person.
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The new TSW Experience Lab in Milan
The approach that distinguishes TSW has always aimed at sharing, listening, dialogue, confrontation, co-creation of experiences.
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Brand Perception study in the Automotive: Audi VS Mercedes
Through an Implicit Association Test we analyzed the brand identities of two important automotive brand, in order to understand how people perceive them.
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TSW XP Lab: Enhancing Human Experience
Can we know what do people feel when they interact with brands? The answer is yes and we describe that on our new TSW XP Lab website.
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It is never too late for a user test
A user test is always useful to gather valuable information to improve the #UX experience.
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Expert analysis and heuristic analysis: a usability check-up
Combine expert analysis and heuristic analysis to exploit their strengths in synergy, with the aim of understanding what is wrong with a website.
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TSW XP LAB: User Experience and Neuromarketing on the road
TSW XP Lab can investigate what people feel in different contexts, thanks to some neuromarketing tools.
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Face Reading: the silent interview by Leonardo Di Caprio
After 22 years waiting, Leonardo Di Caprio finally wins the Oscar. But what does his facial expression say? An emotion analysis.
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Neuromarketing and consumer behavior: what TSW XP Lab does
What people say, what people do, what people say to do is totally different. The answers by neuromarketing, to understand their behavior.
3' reading time
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