laboratories of experiences

Listening laboratories

We believe that the places where people can have an experience of any kind are integral to assessing the experience itself.

Our laboratories are designed as simple and comfortable environments. We use natural materials and elements, so that people can feel at ease and have their experience in the most spontaneous way possible.

Methodology, technology, ethics and expertise combine to create a moment of intense, real and pleasant listening, which by itself always improves the experience.

Our places are designed to accommodate people in the most natural way possible while they have their experience with physical and digital products. The tests that we carry out are the tools allowing us to study the interaction between people and products. They provide us with valuable feedback for the continuous improvement of the experience.

The environment and the choice of materials are the result of a decision intended to foster the creation of a natural, everyday family environment.

Laboratories and people

We conduct our tests using methods that allow us to minimise bias, preconceptions and prejudices that could result from past experiences, beliefs, fears or the judgement of others.

When running our tests all those involved in the experiential process are present:

  • The person. As soon as they arrive and enter the reception room, people immediately find themselves in a comfortable environment where everything is arranged to create a real, authentic and enjoyable experience.
  • The facilitator. This is the specialist who attends to the person throughout the test. But he or she is also the mediator who delivers a spontaneous and serene experience – which is necessary to collect truthful feedback that complies with the ecology of the experiment.
  • The observers. The observation room also houses other team members who see to the technical soundness of the test and interact with the customer based on the evidence that emerges during the test. In this way we can enact a continuous debriefing process that tracks the progress of the experiences of the people involved.
  • The partner. By partner we mean the head of the test project, but the term refers also to all the people in his or her team or in any company that actively contributes to the project. Next door to the Experience Lab is an observation room where partners can witness the test as an immersive experience. A large screen allows for the real-time streaming of people’s interactions. Observers can also listen to their comments and, in the case of psychophysiological investigations, view data about eye movements, brain activity, and other parameters.

Laboratories, methodologies and tools

Websites, apps, IOT, video and radio adverts, packaging: each place of encounter between people and brands, and every type of product, whether digital or physical or both, creates an experience that can be weighed, measured, and improved.

It is a matter of simply choosing the most suitable methodology and finding the best mixed method combination. When we want to gather actual opinions and feedback on experiences arising from people’s interactions, we use qualitative and subjective investigation methods. But if we want to delve deeper into implicit emotions or behaviour, then we tend more towards methods that measure psychophysiological parameters, yielding quantitative and objective data.

Our team of experience designers is constantly growing as we introduce new human science researchers: psychologists, sociologists and anthropologists. Depending on the project, we may also invite professionals and scholars from other fields of investigation: historians, economists, engineers, architects, artists… whatever it takes to meet the needs of the people in the tests, the people from the company and the people for whom the product or service was originally conceived.


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