• Cultural and creative industries

Marketing and Societing Lab (MiHX Lab)



Our platform allows to conduct behavioral and social studies to understand consumer trends, consumer behaviors and their place in the organization and society. MiHX Lab has been specifically designed to host marketing studies and collect qualitative and/or quantitative data. We provide the opportunity to understand your market or your consumers in an innovative way by using state-of-the-art technologies (eye-tracker, Face reader) and original skills (interview moderation, data analysis, Lego Serious Play®). We are open to all academic and industrial collaborations and propose services in line with our expertise.


  • Maud Herbert
    Scientific manager


87 rue du Fontenoy
Incubateur Blanchemaille, Euratechnologies


Marketing and Societing Lab

Chiffres clés

Involvement in numerous institutional and private projects since 2017


Effectif total : 1



• Ad-hoc studies
• Collection of qualitative and/or quantitative data
• Focus groups and consumer meetings
• Survey, testing, guided interviews
• Ethnographic approach
• Creative data collection methods, seminars and training
• Consumer behavior
• Consumer trends
• Coaching and support

Example(s) of projects

• Study of consumer response to innovative technologies (augmented reality)
• Eye tracking and emotional coding data collection
• Prospective study of the circular economy in the textile-fashion-clothing sector
• Tests of environmental labeling

Collaborations/Partners/Scientific clients


Collaborations/Partners/Private Clients

FairMakers, Leroy Merlin, IdKids, ADEME

Services offers

Applications sectors

  • Media / Communication / Publishing / Events
  • Trade / Retail
  • Science / Research

Services provided

• Marketing research using various methodologies (qualitative and/or quantitative studies)
• Advanced physiological behavioral measurements
• Marketing and consumer analyses
• Analysis of distribution and new commercial challenges.
• Support in transition towards responsible, social and sustainable marketing
• Développent of theoretical, methodological and practical training courses.

Training offers

• Methodology training courses.
• Technical trainings (eye tracking, observer software and emotional coding)
• Training in data analysis (Nvivo, FaceReader)

Consulting services

We provide consulting services related to all our areas of expertise.


We possess a wide range of equipment and dedicated technologies. We have at our disposal :
• modular furniture
• 11 individual test stations (24" monitors)
• a fixed Tobii Eye tracker© system, to produce oculometric data
• Tobii mobile eye tracking data collection devices (Tobii Pro Glasses 3)
• FaceReader© software, to capture facial emotions and heart rate of participants
- 2 HD IP cameras and an omnidirectional microphone
- a fixed shot HD camera.
- a set of 15 GoPro-type portable micro-cameras for collecting visual data from consumers (ethnological approach).
- a 3D printer
- a Lego Serious Play kit


Nom Modèle Marque
Fixed Eye Tracker Tobii
Mobile Eye Tracker (glasses) Tobii Pro Glasses 3/ Tobii
IP HD 360° camera Pan Tilt Zoom
Mobile camera for in situ shooting HC-X1E/ Panasonic
GoPro Camera GoPro
3D printer Ultimaker


Affiliated institutions / organisations

Unit(s) of attachment


Regional strategic areas of activity

  • Cultural and creative industries
    • Applications, outreach and cognitive sciences
    • Information design, experience design