New PRS IN VIVO Facility Promotes Inclusive Packaging

Shopper research expert PRS IN VIVO has opened a Sensory Room in its Lab in the south east London suburb of Bromley. The space is intended to expand the firm's capabilities in UX and organoleptic testing (including taste and smell evaluation), and deepen its understanding of how consumers engage with products.

Established in 1972, PRS IN VIVO applies behavioral science and technology to understand customers, including the use of Shopper Labs to measure consumer experience. The new Bromley Sensory Room is also intended to support 'more inclusive, intuitive packaging and product design across the FMCG landscape' - reflecting the firm's commitment to DEI in consumer research, as brands are increasingly required to consider the wide range of consumers they serve.

The new Room will help explore how packaging and the product experience itself can be optimised to better address needs 'from sensory sensitivities to dexterity challenges.' Initial studies will focus on two aspects of this: understanding sensory overload triggers in packaging for neurodivergent consumers; and identifying functionality barriers faced by consumers with disabilities.

PRS IN VIVO says integrating sensory, behavioural and usage research under one roof will help it to help brands 'to 'close the loop' from the First Moment of Truth (seeing the pack on shelf) through to the Second Moment of Truth (pack opening, product usage, and consumption experience).'

'The opening of our Sensory Room within our Bromley Retail Lab represents an exciting step forward' says MD Patrick Young (pictured), 'We're investing in a future where packaging design is not just beautiful or functional, it's empathetic, accessible, and commercially smarter. Every consumer deserves to feel seen and supported, and brands that deliver on this promise will be the ones that grow, inspire loyalty, and lead the market.'

The firm is online at www.prs-invivo-group.com .