• Cultural and creative industries

Marketing and Societing Lab (MiHX Lab)

Platform

Description

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.

Contacts

  • Maud Herbert
    Scientific manager

Informations

87 rue du Fontenoy
Incubateur Blanchemaille, Euratechnologies
59100 ROUBAIX

https://www.mihxlab.com/

Marketing and Societing Lab

Chiffres clés

Involvement in numerous institutional and private projects since 2017

Effectif

Effectif total : 1

Expertises

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

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

SKEMA, ENSAIT

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.

Equipments

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

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

Ecosystem

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

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Thematics

Current thematics

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

Current content

Marketing and Societing Lab
Type

Current content

Plateforme méthodologique
Description

Current content

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.
Contact informations
Contact

Current content

Contact name Email phone number
HERBERT Maud mihx.adm@gmail.com
URL

Current content

https://www.mihxlab.com/

Address

Current content

87 rue du Fontenoy
Incubateur Blanchemaille, Euratechnologies
59100 ROUBAIX
Keywords

Current content

Marketing, consumer behavior, society, consumption, markets, social sciences, data collection, measurement of emotions, eye-tracking, trends
Our search domains
Skills

Current content

• 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
Key data

Current content

Involvement in numerous institutional and private projects since 2017
Workforce

Current content

Effectif total : 1
Example(s) of projects

Current content

• 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
Example(s) of publications

Current content

Collaborations/Partners/Scientific clients

Current content

SKEMA, ENSAIT
Collaborations/Partners/Private Clients

Current content

FairMakers, Leroy Merlin, IdKids, ADEME
Services offers
Training offers

Current content

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

Current content

• 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.
Consulting services

Current content

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

Current content

  • 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
Ecosystem
Affiliated institutions / organisations

Current content

  • University of Lille
Établissement(s) partenaire(s)

Current content

Unit(s) of attachment

Current content

  • Lille University Management Lab
Groups/Networks/Federations

Current content

Competitive cluster

Current content

Regional strategic areas of activity

Current content

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

Current content

Personal informations
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