Time Warner Opens Medialab Testing Facility in NYC

Media and entertainment giant Time Warner has opened a media lab in New York, aiming to provide a 360 degree view of consumer behavior. The Lab features biometric monitoring and eye tracking, a 50-seat screening room, in-home living room simulation, and a live broadcast capability.

To create the lab, based at the firm's New York's Columbus Circle HQ, Time Warner partnered with online behavioral specialist Ipsos MediaCT, qual and quant researcher Schlesinger Associates, and neuromarketing firm Innerscope - which last year opened its own MediaLab in Boston.

The facility offers consumer emotion measurement through Innerscope's biometric monitoring devices, to enable testing across a variety of settings including a theater, in-home style living room, retail area with mock checkout, and gaming stations. Additionally, the lab's virtual testing room is configured for eye-tracking studies that gauge the effectiveness of content and ads on PC/web, TV and mobile devices.

Jeff Bewkes, Chairman and CEO Time Warner Inc., comments: 'The Medialab's cutting-edge technologies and the breadth of 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. And the fact that it is located in the heart of New York City makes it even more valuable.'

CNN took advantage of the research center during last night's State of the Union address, by incorporating audience reaction during coverage.

The lab has its own web site at: www.timewarnermedialab.com , while its partners are online at www.ipsos-na.com , www.schlesingerassociates.com and www.innerscope.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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