Time Warner Medialab
Ipsos MediaCT is the official research partner of the Time Warner Medialab (TWML). Located in New York City, TWML is a state-of-the-art facility with specialized environments to investigate consumer behavior across the communication spectrum, from media and technology through retail.
Research in this 9600-square-foot facility provides actionable insights into how consumers engage with content by enabling “hands-on” testing with the latest devices and distribution platforms. The TWML is an invaluable tool to clients as they create best-in-class content for every consumer touchpoint.
The TWML allows clients to replicate today’s 360-degree consumer media experience–content whenever, where ever and however they like it-across the full spectrum of media types, platforms, devices, and scenarios. From large-group direct response to the latest in biometrics, the Lab’s numerous qualitative and quantitative capabilities help generate fresh insights into how consumers access, process, and respond to information.
The In-Home Simulation provides unparalleled access into how consumers interact and engage with content and brands amid the distractions of a typical home setting.
The Theater enables the understanding of group dynamics as participants respond to HD/3D television and theatrical content including series pilots, theatrical trailers, and advertising. The audience response system – direct feedback via voting pads – generates a real-time aggregated measure of group engagement.
With a wide array of simulated retail environments, researchers can monitor and record consumer point-of-purchase reactions to in-store stimuli.
Usability Lab and Conversation Room
Participants interact with content on individual screens, personal devices, wall-mounted televisions, or hard-copy prints and then discuss their opinions and preferences with a moderator. Observers watch and record activities via monitors that mirror participant screens and actions.
Eye Tracking Room
Visual pattern data shows how participants consume website, TV and mobile content, demonstrating what draws the eye and what is ignored.
Dedicated observation rooms attached to the Usability Lab and Conversation Room allow for small groups of observers to monitor and influence studies in real time. On-screen content or camera feeds from every room in the Media Lab can be viewed, recorded or replicated anywhere else.