laboratories of experiences

Listening laboratories

Listening labs: spaces designed to welcome people and transform experience into value

“Designing experiences with people from the very beginning is useful, beautiful and fulfilling: for those who design them and for those who live them” (The Sixth W manifesto – point 7 of 20).

It is from this awareness that the TSW laboratories are born: not simple test spaces, but environments designed to make people feel protagonists, welcomed and at ease.

Every detail of these spaces, from the arrangement of the elements to the choice of natural materials, is designed to create an atmosphere that facilitates the spontaneous sharing of real and authentic experiences, essential for understanding how products and services really integrate into everyday life.

1500m2 of modular spaces: a theatre of possibilities

Our laboratories extend over a surface of 1500m2 completely designed and dedicated to listening and true observation, without filters.

They are living, dynamic environments, capable of transforming themselves according to the specific needs of each project: today a supermarket to study purchasing behavior, tomorrow a domestic environment to test a new household appliance.

Wood is the predominant material in all our spaces, a choice that is not accidental because its natural warmth embraces those who enter, invites them to stop and take the time to tell their story. Each element is designed to eliminate the sensation of artificiality typical of traditional laboratories, replacing it with a welcoming atmosphere that encourages spontaneous behavior and sincere feedback.

Upstairs, a special room transforms into a privileged observatory where partners observe in real time how people interact with their products and services. This direct contact with the user experience lights the spark of co-creation: the same space then becomes the place where multidisciplinary teams transform the insights gathered into concrete projects and innovative solutions.

This is where the journey takes shape: from listening to action, through a fluid process that values ​​everyone’s point of view.

The different perspectives that inhabit our laboratories

TSW laboratories host and enhance four different perspectives, all essential to create a complete and meaningful research experience:

  • People are the beating heart of every activity. From the moment they cross the threshold of the laboratory, they are welcomed into a comfortable space designed to make them feel at ease. Their experience, their emotions and their feedback represent the most precious value we collect.
  • Facilitators are the mediators who accompany people throughout the testing process. Experts in psychology and behavioral sciences, they know how to create a trusting environment where the experience can flow naturally and authentically, ensuring truthful results that respect the experimental ecology.
  • Technical observers support the implementation of the tests, managing the technology and interacting with partners to provide a continuous debrief in real time. This constant communication allows to quickly adapt the research approach based on the first insights that emerge.
  • Partners find in our labs a space where they can fully immerse themselves in the experience of people interacting with their products or services. They can observe reactions live, listen to spontaneous comments and visualize the data collected, living a deep listening experience that often reveals completely new perspectives.

The research ecosystem and technologies that enhance listening

Our laboratories integrate qualitative and quantitative methodologies in a mixed approach that offers a complete vision of the experience. When the goal is to collect tangible opinions and explicit experiences, we use qualitative investigation techniques that enhance personal narration. When we want to explore implicit emotions or non-verbal behaviors, we use advanced technologies for measuring psychophysiological parameters.

All environments are equipped with eye-tracking systems, biometric sensors and technologies for the analysis of facial expressions, integrated discreetly so as not to interfere with the naturalness of the experience. These technologies allow us to capture aspects of the interaction that escape traditional observation and the awareness of people themselves.

Ours is a multidisciplinary team: from experience design to human and behavioral sciences, the diversity of perspectives allows us to interpret the data collected in a deep and multifaceted way, going beyond superficial analysis.

From the lab to the real world: how we co-design the best experience

The real magic of our workshops happens when observation turns into co-creation.

Around our tables, experts and real users meet in an open dialogue where listening becomes the basis for shared innovation. Here, the insights gathered take shape in collaborative workshops that transform lived experiences into concrete and functional solutions.

Our laboratories represent a bridge between research and reality, between observation and action, between companies and people. They are places where experiences are not only studied but understood and improved, where every detail – from the welcoming environment to the integrated technologies – contributes to creating a context in which innovation arises naturally from the meeting of shared stories, skills and visions.

It is precisely in these spaces that our “Open Places” also come to life: unique occasions in which companies can confront their beliefs with the powerful truth of people’s experience.

 

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