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NEOMA Experimental Lab (XP Lab)
The NEOMA Experimental Lab (XP Lab) is an interdisciplinary laboratory designed for experiments (e.g., in work and organisation psychology, behavioural economics or consumer behaviour). It provides a dedicated space where researchers can observe, measure, and analyse respondents' reactions to a stimulus to answer specific research questions.

The Lab

  • Is linked to the four NEOMA Areas of Excellence : The World We Want, The Future of Work, AI, Data Science & Business, and The Complexity Advantage
  • Aims to facilitate research
  • Can be used:
    • by researchers and doctoral/post-doctoral students to conduct studies
    • by all persons of legal age to participate in these studies.


Coming to XP Lab

NEOMA Business School Campus Rouen

NEOMA XP Lab, Building B, 1st floor, room B110

1 Rue du Maréchal Juin

76130 Mont-Saint-Aignan


Bus stop: Business School, Place Colbert or La Varenne


The XP Lab comprises ten work cubicles with:
  • computer with webcams
  • noise-cancelling headsets with integrated headsets
  • survey and experimental software (Qualtrics & E Prime 3)
Five of these workstations are fully equipped with:
  • facial expression analysis (FEA) software (Affectiva) allows to decode emotional expressions as they happen
  • screen-based eye-trackers (iMotions) allows to measure visual attention on monitors with the screen-based eye tracking module
And 4 physiological captors :
  • Galvanic Skin Response (GSR) / ElectroDermal Activity (EDA) allows to measure skin conductivity to indicate emotional arousal and stress
  • ElectroCardioGraphy (ECG) allows to gain invaluable psychophysiological insights through the behaviour of the heart
  • ElectroMyoGraphy (EMG) allows to track and analyze muscle movements from the body and the face
  • ElectroEncephaloGraphy (EEG) allows to measure brain activity and discover the cognitive processes that underline how we think, react, and behave
Also a six-person focus group area equipped with:
  • two zoom-active 360° conference cameras

Lab Manager

Zoé LACAN has previous experience in a variety of laboratories ranging from food microbiology start-ups to large industrial pharmaceutical groups. Originally from South-eastern France, Zoe earned a double master’s degree in biotechnologies at the ESTBB of Lyon and the University of Sorbonne in Paris. She has worked in laboratories at Sanofi in Rouen, Orisae in Strasbourg, the Centre for Cancer Research in Northern Ireland and the Scientific Center in Monaco.

Contact lab manager

The XP Lab Manager overseas the operational and administrative missions of the lab.


For study registration, scheduling, and payment issues; details of the study and its results; questions about registration and cancellations or ethic validation procedure, please contact the Lab Manager


For all questions regarding personal data privacy and storage, please contact NEOMA BS’s Data Protection Officer


This project was made possible thanks to the financial support of the Métropole Rouen Normandie.