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Cultural and creative industries
Marketing and Societing Lab (MiHX Lab)
Platform
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.
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Maud Herbert
Scientific manager
87 rue du Fontenoy
Incubateur Blanchemaille, Euratechnologies
59100 ROUBAIX
Key figures
Involvement in numerous institutional and private projects since 2017Staff
Total staff : 1
Skills
• 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
• 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
• 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
SKEMA, ENSAIT
Collaborations/Partners/Private Clients
FairMakers, Leroy Merlin, IdKids, ADEME
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.
• 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)
• 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.
• 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
Equipments
| 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
Labellisations
Regional strategic areas of activity
- Cultural and creative industries
- Applications, outreach and cognitive sciences
- Information design, experience design