GSK Consumer Health Care is hoping that insight into shoppers' decisions can help close deals at the drugstore.
It's the newest member of a research organization called the Duke-Ipsos Research Center and Think Tank. The group, comprising CPG/OTC manufacturers, academics and retailers, conducts experiments into how shoppers think and behave.
“We are particularly interested in the collaborative academic and retail aspects of the Center,” Jana DeLancey, VP, global insights for GSK's consumer healthcare division, said in a statement.
“The whole notion of brand equity is being challenged now,” Mark Berry, EVP, Ipsos Marketing, told MM&M, “because people are trying to understand how the traditional equity that we measure is either compromised or enhanced through the in-store experience.”
GSK is the first OTC manufacturer to join the group.