Equipped with the latest in technology including virtual reality, eye tracking, facial coding and other biometrics, our facility can effectively measure shopper behavior. Cameras are located throughout to capture 360 degree shopper viewing for the ultimate client viewing experience.

Explorer Chicago Shopper Lab

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Chicago Shopper lab has many different specialized areas for testing.

Virtual Reality

Explorer Research virtual reality lab

Our Virtual Reality lab allows for life-size testing of different environments and is fully equipped with eye tracking to capture what is being noticed. The green screen set-up in our labs allows for third person viewing of what the respondent is seeing and doing in the VR environment.

Explorer Media Room

explorer media room

The Explorer Media Room is designed to simulate real home environments making it ideal for media and digital research. It is fully equipped with all our biometric capabilities such as eye tracking and EEG and also features adjacent client viewing. Our media room is the ideal environment to test advertising across different platforms and capture how consumers really view and engage with your advertising. The living room design can also be used to conduct focus groups and innovation sessions.

E-Commerce & Digital Usability


Explorer blends traditional usability tools with the latest in eye tracking and biometric testing to deliver superior insights. Our digital usability facility is ideal for testing of websites, online shopping and mobile platforms. Both qualitative and quantitative studies can be conducted in this environment.

QSR Menu Board Testing Facility


Flexible staging capabilities allow us to create restaurant environments to test menu boards or overall design and layout. We can also utilize our projection capabilities to immerse consumers in different restaurant or quick service environments.

Focus Group Rooms

Explorer Research Focus Group Room

Our state of the art focus group rooms are equipped with cameras that capture each individual respondent’s reactions. We also use facial coding as part of our qualitative toolkit. Comfortable client viewing rooms with split screen close up viewing of each respondent enhance the research experience.

4K Projection

Explorer Research 4K projection screen

With the push of a button, we can immerse respondents into lifesize environments whether it is a store, restaurant or bank branch. Our life-size 4K projection technology provides the ultimate in flexibility to test reactions to different environments.

Executive Guide to Shopper Insights Research