Research into Experiences

The section shows the exploration contexts and methodological input from various applied disciplines.

People and social media: our research to design more effective experiences and content
Our research on the experience of using social media and on the variation in eye behavior depending on the structure of the channel.
2' reading time
Improving the retail experience with people: our research on the travel agencies of the future
In TSW, the main focus of interest is the experiences lived by people, some of these increasingly shifting towards digital, as in the case of retail.
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Moderated usability test VS unmoderated usability test: is there a difference?
Methodical insight into our approach based on listening and analysis of experiences. In many cases, the investigation mode is a usability test.
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TSW at the Master in Business & Management of the University of Padua
TSW at the MBM of the University of Padua: lesson on scientific methodology applied to the cosmetics sector, to test creams and personal care products.
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Eye tracking via webcam: is it really possible?
Is eye tracking via webcam possible? We investigate new technologies related to eye movement mapping.
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The 5 most common cognitive biases we encounter during our experience tests
What are cognitive biases? Can we recognize them? Do they influence our work, and the perception of our product or our communication messages?
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How to improve a product through people’s experiences and neurosciences: TSW at the Salone del Mobile 2022
TSW shared its research on the tactile perception of materials by means of psychophysiological methods at the Salone del Mobile 2022.
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The delicate balance between expert analysis and usability test
We explain the relationship between expert analysis and usability test, two activities that we conduct with our research and UX design areas.
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Continuous research: the TSW approach to designing better experiences
Always active research laboratory where science is a tool for listening to people, to design the best experiences together with companies.
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Screen size as a variable for designing better experiences with people
Research on how the size of screens impacts the viewing experience of video content and consequent gratification.
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What neuromarketing is (not) and how neuroscience and research improve customer experience
Neuromarketing and neuroscience are shedding their sensationalist meanings, leaving only what is solid and applicable.
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Facial microexpressions: what they are and what they tell us
Facial microexpressions are short-lived but provide information on basic emotions. Let's discover their meaning and their richness.
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Measuring the effectiveness of a TV commercial before airing thanks to people and neuroscience.
Collaboration between TSW and the American MediaScience in measuring the effectiveness and optimizing, through real experiences, a TV commercial before being broadcast.
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Face reading with mask: is it still possible to detect the emotions of customers to improve the user experience?
How the instrumentation for face reading detects information, to read the emotions of the wearer of the mask and improve the UX.
3' reading time
Designing and improving the user experience starting from the brand associations: the project together with the University of Padua
Our project together with the University of Padua to evolve BARTT and measure the brand associations to design better experiences.
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Cognitive biases: the mental shortcuts that influence our choices
Every day everything we choose is influenced by cognitive biases: it is essential to take them into account to design better experiences. Here's how we do it.
5' reading time
TAG: eye tracking usability test experience design product and service design retail analysis qualitative research antropological marketing The Sixth W approach user testing SEO UX and UI CRO digital marketing