GSK launches Consumer Sensory Lab to further customer understanding

GSK Consumer Healthcare has launched a Consumer Sensory Lab in a bid to better understand the daily needs of consumers.

Located at the firm’s UK headquarters in Brentford, the Lab aims to understand consumers’ sensory preferences, working alongside the existing Shopper Science Lab to understand consumer preferences and behaviours throughout the product development process.

The location of both Labs in one facility is believed to be the first of its kind in Europe.

The Consumer Sensory Lab will test a broad range of products, using state of the art eye-tracking devices, facial and skin biometric monitoring systems and recording devices.

It will work alongside the existing Shopper Science Lab to understand consumer preferences and behaviours to drive product development

Two dedicated 12-person consumer panels have undergone up to six months of training to ensure they can provide detailed feedback on the taste, texture, smell, and other properties of everyday healthcare products.

Products will be tested by the panel during eight weekly sessions, meaning that consumer preferences will be incorporated throughout the product development process.

GSK has a similar facility in New Jersey, USA, where the Consumer Sensory Lab has led to changes across a range of product lines.

Sally Loughlin, Senior Director, Consumer and Sensory Innovation, at GSK Consumer Healthcare, said: “An immense amount of product testing goes on behind the scenes here each day and the Consumer Sensory Lab, working in tandem with our Shopper Science Lab, allows us to understand the needs of consumers all the way from the lab bench to first use.

“This is the first time both facilities have operated on the same site and 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.”

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