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 through the products and choose which ones they would like to purchase - just like in a real online shop!
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.
With Gorilla Shop Builder you can:
Test a wide range of consumer decision making hypotheses in a realistic online shop.
Create 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.
In this guide you will find all relevant information about how to use the Shop Builder. Look through each feature section on the menu to the left to explore available options.
Watch the video below for an overview of the Shop Builder tools!
Length (mins): 1:56
You can also download the Toy Shop product set here:
The Products tab is where you will specify the products that participants can browse and 'buy' in your shop. Similarly to the Task Builder, the Shop Builder will recognise the products - like 'stimuli' - from an uploaded spreadsheet.
To add products to your shop, create a CSV or XLSX file that contains the list of the products. Your spreadsheet should have at least these five columns for Gorilla Shop Builder to recognise the products:
You can add extra columns to the mandatory ones to create custom properties that you can use in your various manipulations. You can download an example spreadsheet with the default columns to fill in by clicking the Upload Button and Download an Example in the top right corner of the Products Tab.
In many cases, you will want to divide your products into categories. These can be nested (e.g. Department -> Aisle -> Shelf) and are simply specified in your product spreadsheet as extra columns.
In the Products tab, go to Categories and specify the name of the column of your spreadsheet that categorises the products in your shop. See the examples below:
Then upload your CSV or XLSX file with the products into the Products tab by clicking Upload in the top right corner. See the examplar spreadsheet with products below:
The Product Images tab is where you add the images of the products from your shop that will be displayed to your participants - similarly to the stimuli that you display to participants in your Task Builder.
To upload your product images, click on '+ Add Assets' in the top right corner of the page.
The Assets tab is where you will put your 'company' assets, such as logo that you want to be displayed on your virtual shop page, as well as images for any custom labels that you want to use later.
To add assets, click '+ Add Assets' in the top right corner of the page.
The Appearance tab is where you can personalise your shop - from colour to logo, to the number of products displayed on each page and currency you want the prices to be shown in.
The Colours of the theme and buttons in your shop can be specified using HTML Colour Picker that allows you to choose from all existing shades! The colour prview will be available on the right hand side of the colour tab.
The Logo should be earlier submited to your Assets and can then be picked from there.
Products per page is where you will specify the number of products to display per page on browse and search screens (defaults to 20).
Show item count in the basket is a setting that allows participants to see how many items they currently have in their shopping basket. Tick the setting off if you want to activate it.
The Navigation tab is where you can decide on whether participants will see the 'All Products' and 'Top Level Categories' while they shop or not by ticking the hide buttons accordingly. You can also choose whether to use a floating menu to navigate rather than individual category pages, and where to display the pagination links.
The following configuration options are all implemented as conditions. In each case, you can create a self-contained configuration, called a condition, which can then be selected as a manipulation when configuring the experiment. This means that if in your experiment you wanted to have two groups of participants, one group who sees one set of labels and another who sees a different set of labels, you don't have to create two separate Shop Builder tasks.
Instead, you simply need to create two Label conditions, and then set your task manipulations to use the appropriate condition when setting up your experiment.
To create a new condition, click the '+ Add Conditions' in the top right corner of the page.
Next, enter a name for your condition - this will become the manipulation option to choose this condition:
When you preview your shop, you can then choose the conditions you want from the Preview menu. These options will also be available in the Experiment Tree:
Landing Page Products
The Landing Page Products allows you to set up which products should show on the first page participants will see when they enter your online shop.
In the Match Field section, you can select which field (column in your Products tab) the landing products will be taken from. In the Match Value section, you will decide what value should the landing products match to. In the example below, we choose Animals field and value of 1 - this way, all the products labelled with 1 in the Animal column of our Products will be displayed on the landing page.
By default, products will appear in their categories in the order that they are specified in the spreadsheet. In the Order tab you can override this to order products based on the value of a particular column.
To specify the Order, click the '+ Add Conditions' in the top right corner of the page.
The Instructions tab is where you can type in instructions for the participants.
To add the Instructions, click the '+ Add Conditions' in the top right corner of the page.
The instructions will pop up on participant's screen while they shop when they click on the '?' in the top right corner of your shop. See the examplar instructions below:
The Content tab is where you can add any additional content to be displayed in your shop.
For example, if you are building a grocery store, you can include nutritional information under every product. This can be added either as an image, or written as a simple code in html. If you are adding images to the Content tab, these should first be uploaded to your Assets.
You can choose which element to attach the content block to. The options are landing page, product page, category page, search page, swap base and swap option. If you choose category page you can then specify the category.
To add the Content, click the '+ Add Conditions' in the top right corner of the page.
The Initial Items tab allows you to specify items which should start pre-added into a participant's basket. You specify these by matching a custom field in your product spreadsheet to a particular value. For example, in the Toy Shop set, to add all products with the Animals flag to a participant's basket at the start, set the field to 'Animals' and the value to '1'.
The Labels tab is where you can add labels to your products.
For example, you can label the products that will be recommended for animal lovers, or products that are environmental-friendly, newly added to your shop, vegan etc.
Your labels should be added as images: a bigger image to be displayed next to the products, and a smaller image to be displayed as a symbol reminding participants about the labelling of the products they have added to their shopping basket. The images that you are adding to your Labels should first be uploaded to your Assets.
To add the Labels, click the '+ Add Conditions' in the top right corner of the page.
To set the Criteria for the label, you would need to tell Gorilla Shop Builder which category you are referring to by specifying the column from your spreadsheet, uploaded in the Products. The products that meet the criteria you specify will be displayed with the labels.
See the example of the big labels next to the products and small labels in the shopping basket below:
Watch the video below for more information on how to set up the Labels:
Length (mins): 4:46
The Taxes tab is where you can set the taxes for your products.
For example, you might want to add sugar taxes for products that have high sugar content.
To add the Taxes, click the '+ Add Conditions' in the top right corner of the page.
You can choose the name of the tax as well as the amount, as a percentage or a fixed amount. There is an option to show the total tax in the basket. You can further specify three options for displaying the tax on the products with formatted text. You can choose how to display the tax on the products in the shop, override the price on the products in the shop, and override the price on the products in the basket.
To set the Criteria for the taxes, you would need to tell Gorilla Shop Builder which category you are referring to by specifying the column from your spreadsheet, uploaded in the Products.
The Discounts tab is where you can set the discounts for your products.
To add the Discounts, click the '+ Add Condition' in the top right corner of the page.
You can choose the name of the discount as well as the amount, as a percentage or fixed amount. Discounts work similar to taxes but operate at the basket level rather than the product level. You can apply discounts to products in the same way as taxes, e.g. as a proportion of their price, but the total amount of discount you can claim is limited. Once this limit is reached any further eligible items will not be discounted.
In the Swaps tab you can create a swap conditions for chosen products to suggest an alternative product to the participant based on the criteria you choose.
For example, if a product is high in sugar you might want to offer participant to swap for a healthier option that contains less sugar.
To add the Swap, click the '+ Add Conditions' in the top right corner of the page. To set the Criteria for the swap, you would need to tell Gorilla Shop Builder which category you are referring to by specifying the column from your spreadsheet, uploaded in the Products.
The swap option will pop up on participant's screen when they choose the product that did not meet the criteria you set up in the Swaps tab, and an alternative product that meet the criteria will be displayed as an alternative option they can choose instead. See the examplar swap below:
In the Basket Rating tab you can set the rating criteria for the products that participants have added to their shopping basket.
For example, you might want to display to participants how much sugar they purchased per every pound they will spend on their shopping by choosing divide: by 'Total Prive' in the Divisor criteria. You can give different ratings various colours, e.g. baskets low in sugar could be labelled as green, those that contain more sugar in the shopping could be indicated in yellow and those with a high sugar content could be indicated in red:
To add the Backet Rating, click the '+ Add Conditions' in the top right corner of the page.
In the Basket Distribution tab you can assign a rating criteria to each item in the participant's basket and then display what proportion of their basket falls into each criteria.
For example, you might want to display to participants how healthy their basket is by showing them how many of the items in it are healthy, unhealthy or in the middle:
To configure this, you need to pick a single product field to score by, and add a series of ratings. Each product will count towards the rating that it falls within, and this can be weighted either by the number of products (so two healthy products and one unhealthy product would provide a distribution of 2:1), the total price, which would mean that products of higher value affect the rating by more (so with one healthy product and one unhealty product, if the unhealthy product costs 50% more than the healthy one, you would get a distribution of 2:3). You can also weight by category.
For each rating, you choose a colour for the bar which represents the proportion of that rating, and either a label or an image to show next to the bar.
The Shopping List tab is where you can create a shopping list for participants to purchase specific items that you specify on the list.
To add the Shopping List, click the '+ Add Conditions' in the top right corner of the page.
The Shopping List will be displayed to participants above their basket - see the example below:
The Checkout tab is where you can set the requirements for the shopping that participants need to fulfill in order to complete the task. You can specify minimum and maximum number of products that participants may buy, as well as a minimum and maximum budget they must spend.
To add the Checkout, click the '+ Add Conditions' in the top right corner of the page.
If participants do not meet the requirements, they will be warned to make changes to their order. E.g. if you specify that they need to choose at least 5 products and they try to go to checkout with less products in their basket, they will receive a reminer like the one below:
The Localisation tab is where you can customise the language used across your shop.
In order to change the language in your shop, you should Download the example spreadsheet and add an extra column with the language you would want to include. In the new column, put the translation of the labels from column English, matching the Identifier column.
In the example above, we gave Polish equivalents to Search, Done, My Basket and Checkout. During the preview, you will be able to choose the language you wish to display your shop in. When we preview this example and select Polish language, you will see some of the functions are renamed to Polish words now.
Getting Access to the Shop Builder Tools
The Shop Builder is a new tool that is available to all Gorilla users. It's free to start building your Shop Builder tasks and preview them, and you'll need a licence to add your Shop Builder tasks to an experiment and to access the Support Desk with any Shop Builder questions you may have. Visit our pricing page for more information.