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 a wide range of con­sumer deci­sion mak­ing hypothe­ses in a real­is­tic online shop.
  • Your own pow­er­ful and easy-to-use Shop Builder tool designed for behav­iour­al research.
  • Con­nect your shop­ping task with an IAT or per­son­al­i­ty ques­tion­naire, all in the Gorilla Ecosystem.
  • Join a com­mu­ni­ty of researchers engag­ing in trans­la­tion­al studies.
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!”

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.

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.

Get start­ed with Shop Builder

Gorilla Shop Builder is an add-on for your cur­rent lab or depart­ment subscription.

Con­tact us per email or call us (+44 208 242 4778) to learn more and acti­vate Gorilla Shop Builder in your account.