Unlike other places in the mall, this place doesn't try to sell you anything. In fact, they give you free things, let you try new products, and then they even pay you for doing it!
I am never annoyed by the clipboard-wielding staffers who hang around the food court. Sometimes I'll even seek them out!
You can participate in a study once every three months. Sometimes you participate in the mall, and sometimes you get free things to take home with you and try out.