Traditional tests-online surveys and in-home user tests-showed that consumers expected to find new products higher up on a shelf.
Recently, as Kellogg’s prepared to launch a new product, Pop Tarts Bites, the company sought market data to determine placement, assortment and promotion in store. We see a better way through VR and eye-tracking. For example, you could build an expensive physical store environment and invite focus groups to “shop” the shelves and then fill out a survey or, you could create a “virtual” store on a computer screen to replicate the shopping experience, or mail products for consumers to try at home and then ask them questions in an online survey. Traditional approaches to this kind of market research have limitations. Where is that just-right place on the retailer’s shelf for my company’s product? And what product assortment should I offer? Consumer brands and retailers invest considerable time and money seeking the answer and working together to agree on the optimal placement.
Building the business case for merchandising in VR
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