& Behavioural audit


Dynamic focus groups


expectations prospective

Training in neuroscience, human and urban ethology

Neuromarketing training in a commercial environment

Web neuromarketing

Environmental &
behavioural audit

Use the teachings of a qualitative
and quantitative “stock take”of 
a public or retail environment through studying :
  • The routes taken by individuals and the number of visitors to the various areas of an environment.

  • Their active and passive interactions with the various areas of the environment (tracking, photo and video recording).

  • The organization of the environment’s various areas according to user or customer expectations

  • An inventory and evaluation of the existing sensory stimuli (movement, lighting, colours, shapes, furniture, etc.) which influence the subconscious behaviour of individuals in terms of choice of itinerary or purchasing.
  • The consistency between the aim of the environment and how this is articulated by its atmosphere.

  • The relevance and consistency of the information and communication features in the environment (signage, semiological signs, types of information)

  • The performance of merchandising aspects of commercial environments.


  • Organise and analyse live recordings of your customers’ actual in stores experiences in order to better understand the factors that influence their behaviour and their attitudes towards the store and brands or the public space.

    This analytical approach was developed by LABretail Research and is unique in Europe.

    (*) Our use of anonymous observation techniques and photography and videos strictly comply with the legislation related to the protection of the privacy of individuals in all European countries and are monitored by a law firm specialized in the subject.

focus groups

  • Recruitment, facilitation and analysis of focus group discussions around specific themes with a view to establishing a synthesis of attitudinal and behavioural trends and finding ways to adjust the layout, organization, customer experience of comfort and well-being, customer traffic flows and their emotional reactions, and how a public space or a commercial environment communicates overall.


  • Our teams help define, select and validate the physical and semiological aspects of public spaces or commercial environments during either conceptual development or renovation phases by ensuring their coherence with the principles of the subconscious behaviour – physical, physiological and psychological – of users or customers.

Societal expectations

  • Analysis from an inventory of epiphenomena and societal phenomena that can influence the design, organisation, frequentation and possible use of your outlets and how these might develop due to societal changes and the expectations they create.

Training in neuroscience, 
human and urban ethology as applied to public spaces

  • Two-day training in the neuroscientific principles of the subconscious behaviour of users and customers – physical, physiological and psychological levels – and the consequences on their responses and attitudes as it happens and right in your locations.

    This training is aimed primarily at architects, designers and managers of public spaces so that they can select the conceptual elements most appropriate to the unconscious well-being and comfort of their users..

    This training is divided into theory (1 day)
    and practice (1 day).

Neuromarketing training in a commercial environment

  • Two-and-a-half-day training in the neuroscientific principles of customers’ subconscious behaviour – physical, physiological and psychological – and their application in a commercial environment from a “meter by meter” perspective.

    This training is intended for marketing, merchandising, store managers and their operational teams to ensure the sustainable implementation of elements that meet the unconscious needs of their customers during their in-store journey.

    This training is divided into theory (1.5 days)
    and practice (1 day).

Web neuromarketing training

  • One-and-a-half days of training in the neuroscientific principles behind the physical, physiological and psychological subconscious behaviour of Internet users visiting a brand or shop's website. How to apply this during the development or updating of a website or during the development of interactive digital kiosks.

    This training is intended for a website’s UX design managers and product managers to ensure that the website corresponds to the unconscious rules of operation of Internet users but also to their societal expectations according to their specific profile.

    It is shared between theory (1 day)
    and practice (1/2 day).

Who do we serve?

Architects and managers
of a public space

Who wish to establish what customers are or aren't doing :

  • What routes do your users take and for which destinations
  • How do you make the different routes in your space easy to understand?
  • What influence does the atmosphere of your space have on user perceptions, their behaviours and their feelings of well-being?
  • Are the signage systems sufficiently visible, legible, understandable and located where users need them?
  • Are the sequences of information and communication arranged logically on the routes that your users travel in relation to their needs?
  • Do visual contrasts in information effectively stimulate the selective attention of users?
  • What elements of your space cause an anxiety-inducing behavioral reaction and why?
  • How can the stress felt in a public space due to haste, crowding and cross-traffic be reduced? How can we reassure users? What needs to be put in place?
  • How can you help your users experience a moment of pleasure rather than a feeling of restriction in your public spaces so that they want to return and spend more time there?

Retail managing, marketing
or merchandising directors

Who wish to know in store :

  • What are your main customer traffic flows? Why are other routes less busy?
  • What are the most active areas in your stores and how can you improve those that are less frequented?
  • What emotional added value do your stores offer? Why and when do they occur as the customer moves through your shops?
  • How can you make your customers want to spend more time in your stores? How and where can you create a “Wow!” factor in your stores?
  • What influence does the organization of your product ranges and segmentations have on the behaviour of your customers and how could you increase the number of people passing in front of the various products?
  • Are the layout and presentation of your product lines contrasted enough to stimulate your customers' selective attention?
  • Does your merchandising meet the real needs and expectations of your different customer types?
  • How effective are your signage systems and what is their impact on the customer perceptions of your stores in terms of ease of use?
  • What is the relevance and performance of your in-store communication and what is its influence on customer purchasing decisions?
  • How good is the relationship between your employees, your advisers, your salespeople and your customers? What is the added value perceived by your customers? What might your customers be missing in order to be fully satisfied and want to return to “their” store?
  • Are your stores up to date in meeting customer expectations in terms of omni-channel and digital services (geo-location, interactive digital terminals, etc.)?

Brand owners

  • How do your customers relate to the in-store presentation of your
    product ranges?
  • How do they “approach” your products on the shelves?
  • How do they handle your products on the shelves?
  • Which semiological keys (colors, contrasts, shapes, formats, etc.) influence customer purchasing decisions? Do they correspond to the hierarchy of visual and memory recognition and effectively stimulate your customers' selective attention?
  • How can you optimize the interactions between your products and your customers so as to increase their desire to buy them?

Exemples de packaging réalisés en collaboration avec ©Lotus

How do we
do it?


Get a consecutive inventory of the interactions, attitudes and behaviour of your visitors or clients as they move through your space or outlet by tracking with photo and video recordings.


Tie a comparative analysis of the interactions, attitudes and behaviours to the unconscious physical, physiological and psychological functioning of the individuals,
clients or users.

Our unique method draws on realistic and applicable recommendations that stimulate a state of wellbeing and comfort in your users and clients, prompting a desire to return. Our analyses are based on the principles of stimulating eye capture and selective attention, behavioural and environmental psychology, emotional and memorative processes,
semiology, and non-verbal communication.

(*) Our use of anonymous observation techniques and photography and videos strictly comply with the legislation related to the protection of the privacy of individuals in all European countries and are monitored by a law firm specialized in the subject.

What added-value and
benefits for your organisation ?


  • Improve users' well-being and their perception of comfort.
  • Increase the attraction for your public spaces by reducing anxiety inducing factors.
  • Create a better understanding of the suggested roots within the space and optimise the traffic flow.
  • Adjust sensory stimuli (materials, lighting, colours, sounds, signage, etc.) to respond to the subconscious physical, physiological and psychological needs of users.
  • Reduce users' stress caused by complex or dense traffic flows and negative interpersonal space “experiences” generated by the number of users within the space.
  • Reassure public space users' in anxiety-provoking societal contexts such as urban violence, terrorist attacks, assaults, etc.


  • Increase the performance of the routes, organisation and layout of the different areas in your stores.
  • Ensure the coherence and consistency of the image that a retail chain seeks to impress on customers in its stores.
  • Recruit new customers and retain existing customers by meeting their emotional and rational expectations for the development, organisation and presentation of product lines.
  • Recommendations for solutions that can be implemented during the development or creation of a store concept and which correspond to the principles of the subconscious behaviour – physical, physiological and psychological – of different customer types.
  • Increase the value and volume of the average shopping basket through better in situ merchandising.
  • Making it easier to achieve your business and relationship goals


  • Ensure that the visibility and legibility of your brand stands out in store presentations and at points of sale.

  • Optimize its semiological codes (packaging, colours, typography, information, etc.) to achieve the most impact on customers.