3D VIRTUAL AISLE: An agile approach to better market research and significantly lower costs
Traditional methods of doing market research are not the only way to conduct packaging research and such methods throw up a number of challenges, such as cost and turnaround time.
Time to setup a physical store with the correctly arranged products takes days if not weeks, assuming a suitable location is found that is also accessible to participants.
Costs for this type of process are very high in comparison with using 3D. With the use of a physical location it is not possible to use a large respondent sample as this entails significant expenses for each respondent.
Also, with the use of a physical location, changes to any aspect of the setup can be problematic and time consuming, how quick is it to change a design and have this reproduced on the physical shelf?
Working with IDG, it is possible to deploy the 3D Virtual Aisle both in a quantitative and qualitative approach.
It is possible to project the 3D Virtual Aisle at 4k resolution using rear projection, allowing for a high definition experience with great level of product detail.
The same Virtual Aisle can be deployed online for a quantitative approach, doing so means saving days on the research and reducing the costs significantly as there is no need to recreate the stimulus for that specific field work.
IDG uses our technology as part of their Mobile Virtual Aisle offering. This offering allows for an in-store experience that enables in-context store and shelf learning while being portable to anywhere in the world. Using eye-tracking and qualitative interviews, IDG extracts immediate insights from shoppers’ interactions with the aisle.
The Virtual Aisle lends itself to both quantitative and qualitative approaches and is ideal for:
- POGs / Aisle Resets / Merchandising
- Package Testing / Optimization
- POS, Signage & Displays
- Path To Purchase
- Menuboard optimisation