NEWS15 October 2013
UK — GSK has opened a new high-tech consumer insights facility in Brentwood that aims to help the company develop an in-depth understanding of what influences consumer decision-making.
According to Marketing Week: “The lab includes a touchscreen that provides 3D virtualisation of stores, real-life retail environments including a pharmacy and grocery shop and an area for focus groups. It also enables retailers to monitor customers as they move through a store, look at packaging or visit websites using eye-tracking technology and geometrics that measure factors such as heart rate.”
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