Social experimentation lab
What doesthe human beingdo when nobodyis watching?
We design applications that push the limits of collective behavior. Controlled, ethical, time-limited social experiments that reveal uncomfortable truths about our digital nature.
Technology reveals what was always there.
We do not create monsters. We discover them. Every app we launch is a mirror, designed to reflect the behavior patterns society prefers to ignore.
We are a new company. Our first experiment, WML 1.0, has just launched. When it ends, we will publish everything: data, analysis, conclusions, and what we have learned about ourselves.
Discomfort is part of the design. The goal is not to entertain, it is to understand.
Every participant knows exactly which experiment they are in. Informed consent is not fine print, it is the starting point.
Every experiment has an expiry date. No app lives longer than necessary. We launch, measure, shut down, publish.
We collect behavior patterns, never identities. Individual data is destroyed when each experiment ends.
We do not sell individual data. We do not monetize specific users.
Experiment archive
All experiments are opt-in, with a maximum duration of 365 days and independent auditing.
The process has structure.
Every experiment follows the same protocol. Nothing is improvised, everything is published.
Design
Hypotheses, variables, and ethical limits are defined before writing a single line of code. Reviewed by an independent committee.
Consent
Participants know the experiment before entering. They can leave at any time and delete their data.
Launch
The app goes live. The team observes in real time. Any unexpected event can trigger early closure.
Publication
At the end, all anonymized data and conclusions may be shared with third parties.
Research areas
The vectors where technology and human psychology collide with the greatest intensity.
The weight of the score
How does behavior change when every person carries a public rating? We explore the effects of digitized collective judgment.
Who am I?
How does our behavior change when nobody knows who is behind the message?
The ephemeral society
Permanent versus ephemeral content. Are we more honest when nothing will be recorded?
The constructed self
How much we reveal, how much we hide, and what price we pay to shape our identity online.
Emerging hierarchies
What happens when we give untrained groups tools to govern or exclude. Do they cooperate or dominate?
Calculated friction
Experiments on ideological bubbles and what happens when we force exposure to opposing perspectives.
Dystopian in form. Ethical in substance.
The discomfort of our experiments is intentional. Harm is not. We operate under a strict research framework with external oversight on every project.
Independent ethics review
An external committee reviews and approves every experimental design before any technical implementation.
Full right to withdraw
Participants can withdraw at any time and request complete deletion of their data without justification.
Immovable time limit
No experiment can be extended. Closure is automatic and requires no human intervention.
Open source
The source code of each app is public during the experiment. Any researcher can verify how it works.
Mandatory publication
We publish all results, even when they contradict our hypothesis or make us look bad.
Be part of the next experiment.
You will receive notifications when we launch new experiments. Your participation will always be voluntary, informed, and revocable.
No spam. Just uncomfortable science.