Following other media companies and media agencies' efforts, Time Warner has opened up its Medialab in New York City.
Time Warner's project features biometric monitoring and eye-tracking, a 50-seat screening room, in-home living room simulation, live broadcast capability and what it says is a complete 360 media-to-retail experience, including mock checkout areas.
It will include a virtual testing room configured for eye-tracking studies that will test content and advertising on PC/Web, television and mobile devices. There are also several focus group and observation rooms.
Other media companies' efforts, such as Walt Disney's research lab in Austin, Texas, also use biometric measuring of consumers' media practices. CBS has its Television City research center in Las Vegas. Media agency holding group Interpublic Cos. has its IPG Media Lab in Los Angeles. Last fall, it opened a New York City-based Media Lab.
Jeff Bewkes, chairman and chief executive officer of Time Warner, noted the Medialab's cutting-edge technology, and said its research capabilities "will give our businesses and ad partners an unmatched ability to look inside the mind of the consumer as we develop even more engaging content."
He added: "The fact that it is located in the heart of New York City makes it even more valuable.”
Medialab was created with Ipsos MediaCT, a market research company focused on analyzing consumer behavior. Other partners include Innerscope Research, which uses biometric research to measure unconscious emotional responses to media and advertising content, and Schlesinger Associates, an international market research company.
“Having the ability to effectively test consumer reaction to all types of media will revolutionize business and research,” said Bruce Friend, president of Ipsos MediaCT.