H.J. Heinz, Marconi Campus – Sales Labs, Test Kitchens
Heinz North America’s Sales Labs and Test Kitchen at their Innovation Center campus utilize state-of-the-art technology to provide insight into customer behavior. These consumer research facilities provide a realistic retail shopping environment wherein Heinz staff will be able to observe, and record for later analysis, reactions and behaviors in a controlled environment. The key purpose of the facility is to try new products before they go to market.
The Sales Lab Display room simulates a grocery store shopping experience where shoppers move freely among aisles of displayed food products. The shoppers’ movements, product selection preferences, and conversations are observed and recorded via overhead video cameras and body-worn wireless microphones. Observation and recording is coordinated by Heinz staff located in the Viewing Area.
A Test Kitchen in the Consumer Learning Area allows Heinz staff to observe and record a consumer’s movements and conversations while preparing foods in a simulated residential kitchen setting. The kitchen also allows staff to observe and provide training to personnel that will be doing in store classes and demonstrations. A kitchen-style table provides an informal setting for focus group discussions and occasional meetings.