HEC Montréal is home to an innovative research laboratory, Tech3Lab, which combines neuroscience and management science to analyze the interactions between technological interfaces and employees or consumers.
Co-directed by marketing professor Sylvain Sénécal and information technologies professor Pierre-Majorique Léger, Tech3Lab is quite unusual for a school of management. The lab's tools allow researchers to evaluate users' experiences by analyzing eye movements, facial expressions, heart rate, respiration and bioelectric activity on the surface of the skin and in the brain.
At Tech3Lab, studies are based on objective measurements obtained by observing the subjects rather than on their answers.
In just two years, Tech3Lab has already produced results. For example, user testing was performed at Tech3Lab during the development of the La Presse+ mobile application. Other projects include a recent study into the treadmill desk conducted by postdoctoral researcher Élise Labonté-LeMoyne at Tech3Lab, which was featured in a report broadcast on Radio Canada's Découverte.
By combining neuroscience, management science and information technology, investigators are able to go beyond traditional management research, which is often based on questionnaires or interviews. At Tech3Lab, studies are based on objective measurements obtained by observing the subjects rather than on their answers, which are necessarily subjective in nature.
In addition, the laboratory is equipped to triangulate the different measurements, allowing for a more precise analysis of the cognitive, emotional and behavioural reactions of interface users.