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.