Virtual Shopping Mythbusters - Part 1Presentation Transcript
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
Global Leader in Pioneer in Immersive Community Panels Virtual Testing Intersection of Research & Technology Engaging Visual Data Visualization & Rapid Questions/ Exercises Online Reporting3
WHY DID WE DO THIS?
THE MOTIVE• ‘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 VIRTUAL SHOPPING HYPOTHESES► 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 SCENE OF THE CRIMEA Rigorous Virtual Shopping Methodology• n=1800 category buyers; Vision Critical Springboard America Panel• Both online and central location testing (same screener)• 20-minute questionnaireMultiple 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
3D IS SUPERIOR TO 2DFOR CATEGORYSHOPPING
2D Virtual Shop Shelfset Example Products shown face-on (2D perspective): Less vertical/horizontal perspective ‘Clean’ shelfset layout Faster and less expensive to execute9
3D Virtual Shop Shelfset Example Products with 3D perspective: Greater vertical/horizontal perspective Ability to have ‘messy’ Shelfset layout Longer development time and more expensive10
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 Shop Time Purchases Views $ Spent (min) 2D 2.2 5.1 $8.93 3.7 3D 2.2 8.5 A $9.22 5.211 Uppercase letters indicate the number is statistically higher than other at 95% confidence level, lower case at 90%
3D Is Superior To 2D for Category Shopping 2D 3D Cost × Time to set up × Can include multiple product side view × Signage/violators Suitable for Best for testing shelf testing impact of aisle signage/violators flow/blockings/adjacencies on basket size/spend12
REDUCED SHELF IS NOSUBSTITUTE FOR FULLCATEGORY
Full Category/Aisle Example (as found in store) Up to 300 SKUs Respondent can pan left and right to view full category Randomized starting point14
Reduced Category/Aisle Example Shelfset Same planogram layout Reduced # of SKUs (brand/blocking proportionate to full shelf) No panning required by respondent15
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 Shop Time Purchases Views $ Spent (min) 3.0 No significant differences Full Category (as found in store) (A) 2.2 5.5 $8.76 Reduced SKU Set (B) 2.1 4.9 $8.45 2.6 Note: Aisle entry was randomized for full category, the reduced shelf fit on one screen16
Reduced Shelf Is No Substitute for Full Category Full Category Reduced SKU × Cost × Timing Scrolling not × required Ideal for use when full Ideal when testing major category is needed; aisle flow/blocking/ SKU Delistings sub-category adjacencies17
THE MORE PACKSIDES INCLUDEDTHE BETTER
Multiple Pack Sides Can Be Shown In Various Ways Click to View Full 360-degree rotation Back/Sides of Product19
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 Product20
The More Pack Sides Included the Better Front of Product Front and Back of Images Only Product Images Cost × Time to set up × Suitable for Use when package details most projects & low (ingredients, claims, etc.) involvement category are extremely important purchases; Exclusion of or super engaged category alternative sides has little users/loyalists impact on results21
THERE IS NOSUBSTITUTE FORTRADITIONAL EYETRACKING
ONLINE QUANTITATIVE SURVEY FLOWScreening Qualification Category Behavior • Women ages 18-64, Primary grocery shopper, • Oral care frequency of purchase, number of items and dollars P6M oral care category purchasers typically spent on those products • Retailer most often purchase oral care products from and planned vs. unplanned purchase “Virtual Eye-Tracking” Virtual Shopping Exercise Demographics
CENTRAL LOCATION SURVEY FLOWMall Intercept - Screening Qualification • Women ages 18-64, Primary grocery shopper, P6M oral care category purchasers Traditional Eye-Tracking Respondent moves to a different room 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 Demographics
There Is No Substitute for Traditional Eye Tracking When looking at total clicks versus eye movements, results are similar ‘Virtual Eye Traditional Central Tracking’ Online Location Eye Tracking High Low 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 click25 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.
There Is No Substitute for Traditional Eye Tracking The sequence of eye movement differs from the order of clicks ‘Virtual Eye Traditional Central Tracking’ Online Location Eye Tracking 3rd View 1st Click 2nd View 1st View High 2nd and 3rd Click 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 catch26 your attention. CLT: Please look at the products on the screen as you would when you’re out shopping.
Unique Diagnostic Benefits of ‘Virtual Eye Tracking’ Drawing tool enables highlighting of package Dynamic Word Report can areas to see proportion Cloud displays be exported of sample who clicked coded open-ends driving appeal/ interest. Ability to look at first vs. total clicks Sample sub-group filtering capability Clicking on specific words in the cloud displays Heatmap full verbatims Output containing these words27
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 328 things that catch your attention. CLT: Please view the shelf on the screen as you would when you’re shopping for oral care products.
There Is No Substitute for Traditional Eye Tracking ‘Virtual Eye Traditional CL Eye Tracking’ Tracking Time × Cost × National rep sample × Path of gaze × (precognitive) Diagnostic More robust Limited options Suitable for Best for most projects communications hierarchy29
VIRTUAL SHOPPING HYPOTHESES► 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
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 process31