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Researchers at MediaLab are trying to discover what consumers like, what content they prefer, how users like to watch, read or listen to devices and which devices they use for certain tasks.

The media giant can test its products and then tweak those products in MediaLab, to make them as appealing to consumers as possible.

"We have every possible testing scenario designed for here," HBO spokesperson Van Riley said.

Those scenarios mimic different everyday environments, from a living room to a computer room, a room with just tablets to a theater, outfitted with many of the technologies one might use during leisure time. The rooms also keep an eye and ear on the testers with high-definition cameras, microphones, and in some cases, even two-way glass, where there are control rooms in which reactions are monitored.

The lab can also use biometrics, sensors that can figure out people's emotional response through sometimes unconscious physical reactions.

"That is taking their galvanic skin response. It's intended to understand blood pressure, heart rate, those sorts of things and map that to the experience that they're seeing," Riley said. "This technology allows us to know if they are truly feeling an emotional response to it."

There is even a station that tracks media users' eyes to check things like how well a webpage is designed.

"That gives a lot of information, not only what are they looking for to click, but where does the eye go? And it really does uncover lots of cues in terms of where are the things we've designed that are perhaps creating confusion for a consumer," Riley said.

Before labs like MediaLab, big media companies had to test products piecemeal at different facilities around the country.

Time Warner said ultimately they, and any other company that wants to rent out MediaLab, now have one spot that can be easily upgraded with the latest consumer electronics in order to fine-tune consumer experiences.