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Home Industry News GlaxoSmithKline Consumer Healthcare opens shopper insight facility in Singapore

GlaxoSmithKline Consumer Healthcare opens shopper insight facility in Singapore

25th August 2017

GlaxoSmithKline Consumer Healthcare has announced the launch of a new research and shopper insight facility in Singapore.

The Shopper Science Lab will incorporate a Retail Lab spanning 1,215 sq ft to recreate modern and traditional retail environments, allowing the company to gather insights into shopper responses.

Alongside this will be a Digital Lab, dedicated to testing pack designs and point-of-sale materials, and a Collaboration Room that will generate data through the use of virtual and interactive simulations.

Cutting-edge in-house tools such as virtual reality, eye-tracking, facial biometrics and data visualisation will all be employed at the Shopper Science Lab, which will generate information for use by the company and its trade partners.

GlaxoSmithKline is hoping to drive emerging market growth through this work, and has selected Singapore as the site due to its proximity to major markets such as China and India.

Sidharth Singh, vice-president of commercial excellence for the company in Asia, the Middle East and Africa, said: "Traditional market research is often time-consuming and expensive. By leveraging the latest advances in virtual reality and biometric technology, we are now able to gather insights more efficiently and effectively."

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