To your par­tic­i­pants Gorilla Shop Builder looks like a normal online shop, but behind the scenes you wield a pow­er­ful research tool to lib­er­ate your lab.
  • Test con­sumer deci­sion making hypothe­ses in a real­is­tic online shop simulation.
  • Easy-to-use graph­i­cal inter­face — no coding necessary.
  • Pow­er­ful enough for a wide range of aca­d­e­m­ic and com­mer­cial research.
Pasquale E. Rummo

Pasquale Rummo

Assis­tant Pro­fes­sor, Depart­ment of Pop­u­la­tion Health, NYU

“The Shop Builder looks more pro­fes­sion­al and real­is­tic, so it increas­es the gen­er­al­iz­abil­i­ty of our results. It’s also easy to use. To be honest, it’s a godsend!”

Dis­cov­er how Pasquale Rummo has used Behavioral Nudges and Eco­nom­ic Incen­tives to Promote Healthy Food Pur­chas­es in Online Retail Settings.

Opti­mized for Research

Front End Experience - Shop Builder

Front End Expe­ri­ence: To your par­tic­i­pant this looks like a normal online shop to max­imise eco­log­i­cal validity.

Back End Experience - Shop Builder

Back End Con­fig­u­ra­tion: Behind the scenes there’s a whole world of research tools to lib­er­ate your lab.

Designed for Behav­iour­al Research

Our Shop Builder tool is designed for behav­iour­al research. So you have all the manip­u­la­tions you need to test your hypotheses.

Upload your own product set. Apply taxes and sub­si­dies. Changes label and apply nudges. And many more features!

All with no coding required to you get to focus on the science, instead of getting bogged down in programming.

If you are a com­mer­cial researcher, our special offers and done-for-you ser­vices may be of interest.


Part of the Gorilla Ecosystem

The Shop Builder is part of the Gorilla ecosys­tem, allow­ing you to run your whole experiment in one easy to use tool.

Want to add a per­son­al­i­ty scale or an atten­tion­al task before your pur­chas­ing task? Simple!

Want to ran­domise the order of your ques­tion­naires and shop­ping task? Easy!

Join a com­mu­ni­ty of researchers

Our Shop Builder tool is being adopted by research groups around the word.

By joining our com­mu­ni­ty of researchers you’ll never be without col­leagues, col­lab­o­ra­tors or review­ers that under­stand (and enhance) your methodology.

Prepare stu­dents for a bright future

Our shop builder is so easy to use that mar­ket­ing and con­sumer psy­chol­o­gy stu­dents can learn applied research methods skills from the very start of their degree.

Equip stu­dents with extra­or­di­nar­i­ly valu­able trans­fer­able skills that they’ll thank you for in their future careers. Give them the perfect case study to help them land their dream job.

Gareth Har­vey

Gareth Harvey

Asso­ciate Pro­fes­sor of Con­sumer Psy­chol­o­gy at HEG

“Shop Builder allows us to recre­ate the sort of plat­forms that the larger retail­ers have and it gives us an oppor­tu­ni­ty to do things that, unless you have very large budgets, you just would never be able to achieve.”

Watch Gareth Harvey’s Gorilla Academy lecture on Con­sumer Deci­sion and prac­ti­cal exer­cise using the Shop Builder. Dis­cov­er if mood induc­tion works!

Further Resources

His­tor­i­cal­ly, it’s been dif­fi­cult for researchers to give stu­dents rel­e­vant prac­ti­cal expe­ri­ence inves­ti­gat­ing con­sumer deci­sion making. By having stu­dents apply their skills to a real world problem, Shop Builder helps stu­dents make the leap from evi­dence to enquiry.  And gives them a valu­able case study and skills to make them stand out to future employers.

Check out our arti­cles to learn about 4 easy exper­i­ments that can be created in Shop Builder, the many psy­cho­log­i­cal manip­u­la­tions that can be tested within the tool, and the impor­tance of online research for behav­iour­al economics:

Using Gorilla for Online Mul­ti­play­er Exper­i­ments and Studies

Using Gorilla for Online Mul­ti­play­er Exper­i­ments and Studies 

Expand­ing pos­si­bil­i­ties in Cog­ni­tive and Social Sci­ences Research In the past decade, the cog­ni­tive and behav­iour­al sci­ences have expe­ri­enced a sig­nif­i­cant shift from con­duct­ing in-person lab testing to running tra­di­tion­al lab studies online. This…

Online Behav­iour­al Research Techniques

Online Behav­iour­al Research Techniques 

The COVID pan­dem­ic marked a step change in appetite for Online Behav­iour­al Research.  Not only did online methods become main­stream, but also many new pos­si­bil­i­ties emerged due to largescale invest­ment in the sector.  Researchers can now go far…

Get started with Shop Builder: 4 easy experiments

Get started with Shop Builder: 4 easy experiments 

Shop Builder is a pow­er­ful and easy-to-use tool for con­duct­ing research into shop­ping and con­sumer behav­iour. It’s a sophis­ti­cat­ed tool built for rig­or­ous research. In a nut­shell, to your par­tic­i­pants Shop Builder looks like a normal online shop,…

Shop Builder: The Full List of Features

Shop Builder: The Full List of Features 

Eco­nom­ic psy­chol­o­gists and con­sumer behav­iour sci­en­tists — welcome home! The Shop Builder is our new, unique Gorilla tool that allows you to easily create an online shop within minutes and use it as an inter­ac­tive task where par­tic­i­pants can browse…