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PART I – Virtual Technology Options
• The Motive: Why Did We Do This?
• The Scene of the Crime: A Rigorous Virtual Testing Methodology
• The Verdict: Virtual Shopping Hypotheses…and What Is Actually Real
3
Global Leader in Community Panels
Pioneer in Immersive Virtual Testing
Engaging Visual Questions/ Exercises
Data Visualization & Rapid Online Reporting
Intersection of Research & Technology
WHY DID WE DO THIS?
• ‘Virtual Shopping’ is over a decade old – Vision Critical a pioneer, powering the industry
• Lots of new technology, lots of theories – From super computer to notebook
– From flat images to 3D modeling
– From central location to online
– From curiosity to key tool in category management
• Real world validation is well documented, but no true ‘best practices’ for wide variety of virtual methods used
We Wanted to Set The Record Straight!
THE MOTIVE
► 3D Is Superior to 2D For Category Shopping
► Reduced Shelf Is No Substitute for Full Category
► The More Pack Sides Included the Better
► There Is No Substitute for Traditional Eye Tracking
THE VIRTUAL SHOPPING HYPOTHESES
A Rigorous Virtual Shopping Methodology • n=1800 category buyers; Vision Critical Springboard America Panel
• Both online and central location testing (same screener)
• 20-minute questionnaire
Multiple Types of Tests Included (~N=200 per test) • Online 2D full standard aisle/Online 3D full standard aisle
• Online 2D smaller aisle/Online 3D smaller aisle (fewer facings)
• Online 2D smaller aisle (reduced SKU set)
• Central Location Eye Tracking – Conducted in 4 US cities
THE SCENE OF THE CRIME
3D IS SUPERIOR TO 2D FOR CATEGORY SHOPPING
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Products shown face-on (2D perspective):
Less vertical/horizontal perspective
‘Clean’ shelfset layout
Faster and less expensive to execute
2D Virtual Shop Shelfset Example
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3D Virtual Shop Shelfset Example
Products with 3D perspective:
Greater vertical/horizontal perspective
Ability to have ‘messy’ Shelfset layout
Longer development time and more expensive
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3D Is Superior To 2D for Category Shopping Significantly more items are viewed on the 3D shelves
But no significant differences in basket size or spending
Brand and SKU differences minimal
Satisfaction with shop at statistical parity
2.2
2.2
5.1
8.5 A
Purchases Views
$8.93
$9.22
3.7
5.2
$ Spent Shop Time
(min)
2D
3D
Uppercase letters indicate the number is statistically higher than other at 95% confidence level, lower case at 90%
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2D 3D
Cost ×
Time to set up ×
Can include multiple product side view
× Signage/violators
Suitable for testing impact of aisle
flow/blockings/adjacencies on basket size/spend
Best for testing shelf signage/violators
3D Is Superior To 2D for Category Shopping
REDUCED SHELF IS NO SUBSTITUTE FOR FULL CATEGORY
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Full Category/Aisle Example (as found in store)
Up to 300 SKUs
Respondent can pan left and right to view full category
Randomized starting point
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Reduced Category/Aisle Example Shelfset
Same planogram layout
Reduced # of SKUs (brand/blocking proportionate to full shelf)
No panning required by respondent
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Reduced Shelf Is No Substitute for Full Category
No significant differences in shopping behaviors
Directional increase in views, spending
Satisfaction with shop at statistical parity
Reduced SKU Set (B)
Full Category (as found in store) (A) 2.2
2.1
5.5
4.9
Purchases Views
$8.76
$8.45
3.0
2.6
$ Spent Shop Time
(min)
No
sig
nif
ican
t d
iffe
ren
ces
Note: Aisle entry was randomized for full category, the reduced shelf fit on one screen
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Full Category Reduced SKU
× Cost
× Timing
× Scrolling not required
Ideal for use when full category is needed;
SKU Delistings
Ideal when testing major aisle flow/blocking/
sub-category adjacencies
Reduced Shelf Is No Substitute for Full Category
THE MORE PACK SIDES INCLUDED THE BETTER
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Multiple Pack Sides Can Be Shown In Various Ways
Click to View Back/Sides of Product
Full 360-degree rotation
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The More Pack Sides Included the Better
Few respondents viewed the alternative sides during the shopping exercise (5-15%)
Those who did were more engaged overall – viewing more, shopping longer and purchasing more
Click to View Back of Product
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The More Pack Sides Included the Better
Suitable for most projects & low
involvement category purchases; Exclusion of
alternative sides has little impact on results
Use when package details (ingredients, claims, etc.) are extremely important
or super engaged category users/loyalists
Front of Product Images Only
Front and Back of Product Images
Cost ×
Time to set up ×
THERE IS NO SUBSTITUTE FOR TRADITIONAL EYE TRACKING
Screening Qualification • Women ages 18-64, Primary grocery shopper,
P6M oral care category purchasers
Category Behavior • Oral care frequency of purchase, number of items and dollars
typically spent on those products • Retailer most often purchase oral care products from and
planned vs. unplanned purchase
Virtual Shopping Exercise
“Virtual Eye-Tracking”
Demographics
ONLINE QUANTITATIVE SURVEY FLOW
Mall Intercept - Screening Qualification • Women ages 18-64, Primary grocery shopper,
P6M oral care category purchasers
Category Behavior • Oral care frequency of purchase, number of items and dollars
typically spent on those products • Retailer most often purchase oral care products from and
planned vs. unplanned purchase
Traditional Eye-Tracking
Demographics
CENTRAL LOCATION SURVEY FLOW
Respondent moves to a different room
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‘Virtual Eye Tracking’ Online
There Is No Substitute for Traditional Eye Tracking
When looking at total clicks versus eye movements, results are similar
High
Low
Traditional Central Location Eye Tracking
Note: Heat mapping shows all clicks (up to 3 clicks per person) and all views (6 seconds). Online: Please look at the package below and click on the first three things that catch your attention. CLT: Please look at the products on the screen as you would when you’re out shopping.
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There Is No Substitute for Traditional Eye Tracking
The sequence of eye movement differs from the order of clicks
1st Click
1st View
2nd View
3rd View
2nd and 3rd Click
‘Virtual Eye Tracking’ Online
Traditional Central Location Eye Tracking
High
Low
Note: Heat mapping shows all clicks and all views. Online: Please look at the package below and click on the first three things that catch your attention. CLT: Please look at the products on the screen as you would when you’re out shopping.
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Unique Diagnostic Benefits of ‘Virtual Eye Tracking’
Sample sub-group filtering capability
Heatmap Output
Ability to look at first vs. total clicks
Dynamic Word Cloud displays coded open-ends driving appeal/ interest.
Drawing tool enables highlighting of package areas to see proportion of sample who clicked
Clicking on specific words in the cloud displays full verbatims containing these words
Report can be exported
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There Is No Substitute for Traditional Eye Tracking
When looking at all clicks versus eye movements across a shelf, results are similar
‘Virtual Eye Tracking’ Online
Traditional Central Location Eye Tracking
High
Low
Note: Heat mapping shows all clicks (up to 3 clicks per person) and all views (6 seconds). Online: When you see it, please click on the first 3 things that catch your attention. CLT: Please view the shelf on the screen as you would when you’re shopping for oral care products.
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There Is No Substitute for Traditional Eye Tracking
Suitable for most projects
Best for communications hierarchy
‘Virtual Eye Tracking’
Traditional CL Eye Tracking
Time ×
Cost ×
National rep sample ×
× Path of gaze (precognitive)
More robust Diagnostic
options Limited
► 3D Is Superior to 2D For Category Shopping
► Reduced Shelf Is No Substitute for Full Category
► The More Pack Sides Included the Better
► There Is No Substitute for Traditional Eye Tracking
VIRTUAL SHOPPING HYPOTHESES
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Conclusions
Technology is never a substitute for sound research design
Match the technology to the business issues (and know when to say when!)
Leveraging technology effectively can bring innovation to the research process
