The Shopper Science Lab enables GSK and retailers to take consumer research and model retail scenario’s both virtually and physically with the goal of understanding and optimizing the consumer retail experience. The immersive experience includes an experience room with a 9x30 foot interactive touch panel screen enables the retail experience to be modeled, explored and tested virtually prior to constructing physical prototypes. Surrounding a central gathering area, there is a focus room plus a series of different simulated settings; a retail store, doctor’s exam room, dentist’s operating space, web tracking station and an exhibition/seminar space.
Visiting the Shopper Science Lab is about experiencing different stimuli to spark new creative solutions. These conversations are typically informal and the space has been designed in a manner to capitalize on these to then prototype and test the new solutions within the space.