Behavioral Science is a popular topic for Shopper Researchers. However, too often the “real” behavioral aspect is missing from this science, and the insights obtained do not always accurately predict in-market behavior.
“In-situation” life-size testing is crucial for gauging how shoppers will actually behave as it includes marketplace conditions that influence shopping behavior – such as shelf clutter, visibility and access on the shelf. By combining this real shopping behavior with state-of-the-art science (eye-tracking, facial coding, implicit testing), actionable insights are uncovered that will grow your business.
This approach can be used for packaging, POSM, planograms, UX, e-commerce and media testing. Virtual Reality is one exciting new means of creating immersive life-size testing - but just one approach.
In this session, Explorer will show several examples of research outputs and the difference that real behavioral insights provide versus purely attitudinal or online only approaches.
- Understand the importance of testing real behavior in order to accurately predict in-market behavior
- Appreciate the benefits of VR as a shopper research tool as it provides a surprisingly cost-effective means of testing a wide range of POSM and planogram options in a realistic environment.
- See the versatility of using VR for shopper research and the benefits of using it across multiple situations.