Eye-Tracking and Biometric Technology at GSK's Lab Determine Preferences
Laura McQuarrie — October 11, 2017 — Business
References: uk.gsk & campaignlive
Global healthcare company GSK recently opened the doors to its all-new consumer lab, which uses various technologies to better understand a consumer's sensory preferences.
At the Consumer Sensory Lab, eye-tracking devices, biometric monitoring systems and recording tools all play a vital part in measuring consumer preferences when it comes to the feel, taste, smell and texture of products, as well as how consumers tend to use products and what they really think of them.
GSK's Shopper Science Lab and Consumer Sensory Lab are now situated on the same site. As GSK Consumer Healthcare's Sally Loughlin says: "we believe they will provide substantial consumer insight – both for existing and developing products – which will allow us to refine the items we offer for many years to come."
At the Consumer Sensory Lab, eye-tracking devices, biometric monitoring systems and recording tools all play a vital part in measuring consumer preferences when it comes to the feel, taste, smell and texture of products, as well as how consumers tend to use products and what they really think of them.
GSK's Shopper Science Lab and Consumer Sensory Lab are now situated on the same site. As GSK Consumer Healthcare's Sally Loughlin says: "we believe they will provide substantial consumer insight – both for existing and developing products – which will allow us to refine the items we offer for many years to come."
Trend Themes
1. Biometric Monitoring Systems - There is an opportunity for companies to utilize biometric monitoring systems in consumer research and product development.
2. Eye-tracking Devices - Eye-tracking devices can provide valuable insights into consumer preferences and behaviors, leading to new product innovations and marketing strategies.
3. Sensory Preferences - Understanding and catering to consumer sensory preferences can be a game-changer for companies in various industries.
Industry Implications
1. Consumer Packaged Goods - The consumer sensory lab could be utilized by companies in the consumer packaged goods industry to develop and refine products based on consumer preferences.
2. Pharmaceutical - Pharmaceutical companies can utilize the biometric monitoring systems and other technologies at GSK's lab to better understand the sensory experiences of patients and develop new treatments.
3. Market Research - The sensory lab's technology can be valuable for market research companies to provide deeper insights into consumer behavior and preferences.
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