Explorer focuses on observing and measuring nonconscious drivers of behavior with shoppers, through a blended research approach using virtual reality, eye tracking, facial coding and other biometrics. Our lab can test different environments (grocery, mass & convenience) as well as different product categories (CPG, Pharmaceutical, QSR, Electronics and Banking).

Explorer Shopper Labs

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Our Shopper Labs have 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 Research 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 is also 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. We can deliver both qualitative and quantitative studies 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.

Explorer Test Kitchen

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A one-of-a-kind research space designed for product usage, packaging, sensory and innovation work. Respondents cook and move around the kitchen as if they were in their own home. Our test kitchen is more cost effective than a home use test and you can capture real versus reported behavior. The Explorer test kitchen is fully equipped with cameras to capture behavior as consumers are using your products. Eye tracking and other biometrics can also be used in our kitchen.

Test Kitchen Ameneties Include

  • Residential stove with 4 burners
  • Residential refrigerator/freezer
  • Dishwasher
  • Microwave
  • Double kitchen sink
  • Space for blenders, toasters, waffle irons, etc.
  • Over 20 feet of cabinets
  • Over 20 feet of solid surface countertops
  • 40-inch Sony TV monitor
  • Ceiling mounted cameras
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.

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.