Virtual Shopping Mythbusters - Part 1

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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

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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

matt.kleinschmit@visioncritical.com

Questions?