Research Expertise

We are an interdisciplinary research group of imec and UGent, focussing on Media, Innovation and Communication Technologies. We study the interactions between people, society and technology through a methodological approach. We deliver clear insights in users’ (online/offline) behaviours, needs and wishes in a digitizing society, by mapping the interactions between people and new technologies on three levels (in everyday life, in a living lab, in a research lab).



In everyday life

We conduct research that aims to identify persistent and changing patterns of media consumption, and to understand people’s media practices and technology use in their everyday life and socio-economic context.

This strand is predominantly rooted in media and communication studies, using traditional (survey, interviews etc.) as well as digital (logging, data tools) research methods.

We publish digimeter, the yearly update on the ownership and use of media technology in Flanders. digimeter tracks long-term consumption patterns and has been keeping a close eye on the Flemish media consumer since 2009.

In a living lab

We conduct research in a living lab, where assumptions on innovative technology and services are contextualized, tested, implemented and validated in a real life setting by involving end-users in all stages of innovation development.

This strand is predominantly rooted in user-centric innovation research, using a wide variety of methods suited for agile innovation development environments and multidisciplinary R&D teams (ideation, co-creation and validation).

We collaborate with industry partners and imec, and run an experienced living lab team that assists public and private stakeholders in developing and fine-tuning innovative technology.

In a research lab

We conduct research in a research lab. Under controlled conditions we exactly measure what people experience and how they behave while using technology. In the lab, we run experimental research to improve our understanding of the experience of immersive media (virtual reality, augmented reality), digital gaming and smart wearables.

This strand is predominantly rooted in psychosocial research that focuses on the combined influence of psychological factors and the surrounding environment on the experience of digital technology. In the lab, we measure psychophysiological processes (skin conductance, heart rate, EMG etc.), assess cognitive abilities and learning effects.


We focus on active user involvement during innovation roadmaps to test and shape the future technologies via our state of the art research labs (Media experience lab, Co-creation lab and Interaction Design Lab). Located at the De Krook (and part of the Ghent Design Factory, Imec-mict-ugent is clearly taking a central role in the innovation process between the citizens, the government, the research institutes, NGOs and the industry.