Computer-driven 3D virtual shop
Computer-driven 3D virtual shop research is becoming increasingly common amongst retailers and consumer product manufacturers.
Done properly, the tests can deliver a highly accurate representation of behaviour when consumers are faced with products on the shelf, as they would be in a real-life scenario.
For researchers, the technique offers the chance to get results more quickly and at a much lower cost than real store field tests.
What is Virtual Market Research?
Virtual research is an extension of the traditional methods of marketing research. While marketing research employs techniques like focus groups, surveys and observation to better understand consumer decision-making, virtual store research uses these standard research techniques within a simulated store setting, delivered via computer.
Virtual store research utilizes 2-dimensional and 3-dimensional computer simulation technology to create retail contexts that are as close to the real shopping experience as possible. This allows us to test consumers within the virtual environment to interact with store merchandise and make purchase decisions in a way that closely resembles real in-store behaviour. Additionally, virtual store technology can help consumer packaged goods companies and retailers make daily business decisions without the need for physically changing stores and products.
Applications of 3D Virtual Shop Research
Virtual store technology is generally used to answer questions regarding customer decisions within an in-store setting. This includes all of the following:
- New product placement
- Packaging changes
- Pricing studies
- In-store marketing levers, including displays, promotions and messaging
- Merchandising strategies
- Planogram or shelf-set changes
- In-store events
- Product or category findability studies