GfK Opens User Experience Lab in San Francisco

GfK has opened a dedicated user experience (UX) research facility in San Francisco; the firm's third in the US and thirteenth globally.

Last year, GfK acquired usability testing specialist User Centric Inc., and the remaining stake in user experience firm SirValUse Consulting and usability research specialist nurago. These acquisitions extended the company's UX offering, which includes labs in China, Germany, Switzerland, and the US in Chicago, Atlanta, and now San Francisco.

The latest facility offers three test suites to accommodate one-on-one interviews, focus groups, workshops, and simulated environments from a hospital room to a grocery store aisle. Each lab is equipped with technologies that enable digital capture of audio and video media, along with other specialized tools, such as eye trackers and mobile device camera rigs.

Aga Bojko (pictured), VP of User Experience, comments: 'This latest GfK UX research location is a great benefit to our clients because it provides access to one of the country's most demographically diverse populations. With its high-tech focus and energetic pace, the Bay Area is the perfect setting to test new ideas and gain valuable insights.'

According to the firm's web site, GfK is planning to open labs in New York and Seoul soon.

Web site: www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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