1. PART I – Virtual Technology Options

2. • 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 Pioneer in Immersive
Community Panels Virtual Testing
Intersection of Research & Technology
Engaging Visual Data Visualization & Rapid
Questions/ Exercises Online Reporting
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4. WHY DID WE DO THIS?

5. 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!

6. 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

7. THE SCENE OF THE CRIME
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

8. 3D IS SUPERIOR TO 2D
FOR CATEGORY
SHOPPING

9. 2D Virtual Shop Shelfset Example
Products shown face-on (2D perspective):
Less vertical/horizontal perspective
‘Clean’ shelfset layout
Faster and less expensive to execute
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10. 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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11. 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 5.2
11 Uppercase letters indicate the number is statistically higher than other at 95% confidence level, lower case at 90%

12. 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/spend
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13. REDUCED SHELF IS NO
SUBSTITUTE FOR FULL
CATEGORY

14. 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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15. 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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16. 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 screen
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17. 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 adjacencies
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18. THE MORE PACK
SIDES INCLUDED
THE BETTER

19. Multiple Pack Sides Can Be Shown In Various Ways
Click to View
Full 360-degree rotation
Back/Sides of Product
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20. 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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21. 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 results
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22. THERE IS NO
SUBSTITUTE FOR
TRADITIONAL EYE
TRACKING

23. ONLINE QUANTITATIVE SURVEY FLOW
Screening 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

24. CENTRAL LOCATION SURVEY FLOW
Mall 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

25. 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 click
25 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.

26. 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 catch
26 your attention. CLT: Please look at the products on the screen as you would when you’re out shopping.

27. 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
words
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28. 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
28 things that catch your attention. CLT: Please view the shelf on the screen as you would when you’re shopping for oral care products.

29. 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 hierarchy
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30. 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

31. 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
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32. Questions?
matt.kleinschmit@visioncritical.com