Better Behavior Predictions through Better Behavior Testing
Date & Time
Wednesday, November 13, 2019, 11:15 AM - 11:30 AM
Jonathan Asher

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.

Attendees will:

  • 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.
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