Organic launches Experience Labs

Organic, the digital marketing agency, just launched a new “Experience Lab” initiative to supplement the agency’s 18-month-old Persona Room, which looks at consumers’ media consumption and device usage behaviors.

In a strange and somewhat dubious mixture of ethnography — where you observe people in their own environment — and lab testing — which is often criticised for its lack of contextual relevance — Experience Labs recreate the living space of target customers, allowing Organic and its clients to look at a “day in the life” of the consumer and to understand how the consumer uses devices and consumes media.

Scott Weisbrod argues in his blog Experience Planner that this is probably due to the fact that Organic’s “whole design team can’t go into a customer’s home. The experience lab bridges that gap by bringing the ‘customer’ into the company.”