GlaxoSmithKline launches consumer sensory lab in UK

GlaxoSmithKline has announced the launch of a new UK consumer sensory lab that will generate customer insights using cutting-edge technologies.

Located at the company's headquarters in Brentford, the lab will utilise eye-tracking devices, facial and skin biometric monitoring systems and recording devices to test a range of consumer products, from toothpaste to moisturisers.

A pair of dedicated 12-person consumer panels have been given six months of training to ensure they are able to provide detailed feedback on the taste, texture, smell and other sensory properties of GlaxoSmithKline's product range.

This new lab will be located in the same place as the firm's existing shopper science lab, and is believed to be the first facility of its kind in Europe.

Sally Loughlin, senior director for consumer and sensory innovation at GlaxoSmithKline Consumer Healthcare, said: "This new innovative facility does two things: it allows us to understand how consumers use products and what they really think of them and also allows us to measure the sensory properties of those products very accurately."

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