KTP Partnership with GSK

This knowledge transfer partnership sees BCU experts partner with GlaxoSmithKline to create innovative augmented reality technology.

BCU have been working with GlaxoSmithKline to improve their augmented reality.



Innovate UK

Duration of project

24 months

Research background 

GlaxoSmithKline (GSK) are one of the UK's largest companies specialising in world leading pharmaceuticals and consumer healthcare. Within GSK, the Shopper Science Lab (SSL) is a network of hi-tech research facilities that specialise in understanding consumers’ needs and behaviours while shopping.

SSL findings lead directly into the GSK business and facilitate new product development, existing product redesigns, focused product promotion and improved product branding.

This project is currently developing a suite of novel interactive AR technologies that will transform both the depth and quality of this data captured, leading to new product creation and a wider market share for GSK.

This project is funded by Innovate UK, in collaboration with the Shopper Science Lab at GSK. 

Intended outcomes

The aim of this project is to develop a suite of immersive technologies to aid gathering consumer insights within current SSL consumer research facilities by creating a suite of interactive virtualized environments/product ranges.