Laboratories of Experiences

Actual environments

We study the experiences of people in actual environments in order to improve their shopping and use experiences, in spaces and places with high information complexity.

The world is our laboratory.

There are experiences to be studied everywhere around us – this is why the world is our laboratory. Our spaces move together with us and our expertise, wherever they are needed.

In some cases it is necessary to study the relationships between people and brands at our partners’ premises. But very often we have to carry out research with people who, for various reasons, are linked to a certain location. This is when our laboratory moves with us: to be able to observe people’s actual experiences as they unfold in their original physical and digital ecosystem.

We bring expertise and instruments wherever an interest arises between people and brands. We measure the level of engagement generated and suggest how to enhance it.

Not only in the laboratory. Shopping centres, large-scale organised retailers, flagship stores, branches, car dealers, events, trade fairs: wherever people and brands meet, we can easily intervene and evaluate people’s level of engagement in order to enhance it.

We consider three main areas of investigation with the people in the field laboratories and actual environments: we start from the shopping and retail experience to help us measure customer experience, then move on to interaction with digital devices in order to capture the truth of the customer journey.


The first area of activity in actual environments involves investigations conducted with people using wearable eye tracking devices. We can thus investigate purchase intent and ocular and verbal response, paying attention to the role of product visibility and communication throughout the shopping experience. The end goal is to find out how to optimise retail space.

Our method is applied without distinction to all types of interface, whether it be a website or a store. The crucial moments of the purchase process are:

  • What attracts the consumer’s attention?
  • How does the consumer observe the product’s contents and key information?
  • How does the consumer consider competitors’ products?

Measuring the purchase experience:

  • To what extent does the product compete with others?
  • How frequently is it considered?
  • When and to what extent is price important?

These investigations are completed with other ATL optimisation activities: analysis of planograms, signs, outdoor communication campaigns and A/B tests to verify the comparative performance of labels and packaging.


The second area of investigation in actual environments involves understanding the behaviour of people interacting with digital devices (apps on smartphones, apps on smart TVs, game consoles) or with digital content not used through PCs and the like: TV adverts, radio adverts, television programmes.


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