LABs in Marketing Research, what are we talking about?

Even if the laboratory, in its scientific sense, has always existed, has the “LAB”, through its innovative profile, become a… fashionable phenomenon? Indeed, recent years have seen the emergence of numerous Labs of all sizes, from all sectoral backgrounds, and ultimately of all types.

Is LAB a generic word that we throw around to attract customers or give the image of a creative and innovative company? Is the LAB truly an R&D space? Is the LAB simply a trendy meeting room or a 4.0 co-working space? It’s most likely a little bit of all of that.

Coworking spaces

The latter aim to allow teams or small companies to have premises in which to work. In many cases, the dedicated spaces are designed in an original way, offering an open, privileged and dynamic setting. The notion of practicality is also essential. The spaces are designed to facilitate exchange and co-creation. Groups need tables, internet connection, sockets, projectors, boards, etc.

The structure specializing in co-working therefore provides space and work tools. This approach is intended to be a vector of co-creativity to encourage innovation. The result is perhaps not really different from an open space space.

Network initiatives

The LAB is also the realization of initiatives to bring together entities or individuals around a particular theme or area of expertise. Without necessarily being structured in a space per se, the initiative encourages and develops by bringing people together, via meetings, via projects... The Thinkers do not have a research space but also have their say regarding innovation! The HR LAB is a very concrete example.

FABlabs

Concept space imagined in the 1990s, under the leadership of MIT, the FABlab has since become popular. To claim to be a FabLab, it is necessary to follow the charter imposed by MIT, allowing access to the FabLabs network. A concept therefore almost franchised. However, certain spaces, called Makerspace, choose to offer the same services but independently of the charter. They are then free to give their Lab the direction they want and create their own DNA.

In any case, it is a space that encourages creation and innovation through the provision of know-how, equipment and tools (3D printer, laser cutting, etc.). As the FABlab is not the initiative of a single company, it tends towards the pooling of equipment, profiles and skills of makers. A logic that is intended to be close to open Innovation.

Several FABlabs today capitalize on their resources to offer an independent offer. Support in digital or industrial innovation, promotion of know-how, training in certain professions or tools, etc. The Lab is therefore at the service of everyone, and everyone is at the service of the Lab: makers specialized in a field will build the reputation and expertise of the Lab.

The challenge for FABlab managers is often to unite these resources around the same project. Not always easy in practice, unless you are financed by large groups.

The corporate LAB

Several companies have developed, often driven by the digital transformation of our global environment, their own innovation space. Also called LAB (AXA Data Innovation Lab for example), the latter is part of the company's innovation strategy. The goal is to cope with the arrival of Big Data, to cope with increased competition, changes in consumption habits, etc. A space dedicated to innovation serving the company and its markets.

The business world, and more particularly large ones, encourage multidisciplinary collaboration to accelerate innovation processes. Respond quickly and effectively to market developments. Technological developments are very often the reason.

So we evolve with change, like Renault and its “Square” space. In addition to its “internal innovation labs”, Le Square, 2500m² aims to be an “innovation LAB”, in which Renault is present but not alone. Partners like L'Usine I/O, Fabrique des Mobilités, Fing, and OuiShare are supporting it to make this LAB a hybrid concept. We work with resources internal and external to each company to serve the future of Mobility.

The LAB, a tool for the future

Where there is a LAB, there is innovation. This is why we chose to develop our own, the DB Lab. A space in which we put tools, skills and a lot of empathy at the service of the agency and its partners/clients.

The DB Lab is a Lab in which Marketing with a capital M is the leitmotiv. Marketing as a science or knowledge is an infinite territory of exploration. Environments, habits and technologies evolve, and to understand them, we must anticipate the direction of progress.

It is therefore difficult to precisely define what a LAB has become. Everyone will find their definition, everyone their orientation. For some a space, for others a brand, what is certain is that the LAB has a bright future ahead.