Stephen Needel - Altered Realities - 2016
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In this NewMR webinar Dr Stephen Needel shared the things that he has learned from 23 years of using Virtual Reality for market research projects.
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Stephen Needel - Altered Realities - 2016
- 1. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 23 Years of Virtual Reality Dr. Stephen Needel Advanced Simula7on June 2016 We’ve Learned A Few Things
- 2. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 Advanced Simula7ons • 1993 – Simula7on Services -‐ Beginning of VR for MR – SoOware developed by Dr. Raymond Burke • 2003 – Formed Advanced Simula7ons • Over 450 separate projects tes7ng thousands of varia7ons – Packaging – Pricing – Promo7ons – Shelf Layouts – Shelf Assortments – New Products
- 3. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 3 Things To Know Virtual Reality works well for marke7ng research – most of the 7me Thing 1 Three things to know about Virtual Reality
- 4. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 What Works – And What Doesn’t – Any CPG/FMCG product – Expensive/luxury goods (needs special instruc7ons) – Occasion-‐specific products (again, special instruc7ons) PRODUCTS
- 5. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 What Works – And What Doesn’t – Any CPG/FMCG product – Expensive/luxury goods (needs special instruc7ons) – Occasion-‐specific products (again, special instruc7ons) PRODUCTS APPLICATIONS – Packaging – Pricing – Promo7ons – New Products – Shelf Assort/Layout – Subs7tu7on Behavior
- 6. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 What Works – And What Doesn’t – Any CPG/FMCG product – Expensive/luxury goods (needs special instruc7ons) – Occasion-‐specific products (again, special instruc7ons) PRODUCTS APPLICATIONS – Packaging – Pricing – Promo7ons – New Products – Shelf Assort/Layout – Subs7tu7on Behavior – Any country that has a version in Windows – Anywhere you can put a PC and a shopper COUNTRIES
- 7. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 What Works – And What Doesn’t PRODUCTS APPLICATIONS COUNTRIES – Anything requiring taste, smell, or touch – A product requiring interac7on (e.g. phones) – Services – Adver7sing (long-‐term effects) – Category growth driven by new shoppers – Brand growth driven by increased purchase frequency – Countries where internet is sporadic – Countries where central loca7on is not prac7cal
- 8. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 3 Things To Know • Virtual Reality works well for marke7ng research – most of the 7me • The data is different from what you are used to Thing 2 Three things to know about Virtual Reality
- 9. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 784 251 101 19 7 0 100 200 300 400 500 600 700 800 900 0 1 2 3 4+ TEST BRAND - NUMBER OF UNITS PURCHASED The Data is Different Most shoppers in the sample are not going to buy the test brand – Implica7ons for test design
- 10. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 The Data is Different Most shoppers in the sample are not going to buy the test brand – Want at least 30 expected test brand buyers • Run big samples • Constrain sample by only using category buyers, not rep sample • Constrain the category-‐buying sample (e.g. brand non-‐rejectors) • Augment for test brand users
- 11. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 The Data is Different Results are rarely significant at the 95% confidence level – Shopping data is not normally distributed • Gamma or NBD • Reduces sta7s7cal sensi7vity • Transforms don’t help – Test effects are oOen not large – and not expected to be – Look for pa)erns of shopping change more than sta3s3cal significance
- 12. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 45% 55% NO SALES DIFFERENCE SALES DIFFERENCE 61% 39% INCONSISTENT CONSISTENT The Data is Different What they say is not always what they do – VR is different from surveys – Don’t be surprised – it’s why you use VR SIMULATION RESULTS POST-‐SHOPPING SURVEY
- 13. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 3 Things To Know • Virtual Reality works well for marke7ng research – most of the 7me • The data is different from what you are used to • It’s not about the technology Thing 3 Three things to know about Virtual Reality
- 14. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 It’s Not The Technology It’s about whether it validates – For mul7ple categories – For the system you are buying – For two basic ques7ons: • Do shoppers buy like they normally buy using this system? • Do shopper respond to marke7ng s7muli like they normally do?
- 15. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 It’s Not The Technology It’s about crea7ng the right psychological environment – No advantage to store walk-‐throughs: − Excep7ons − Stop-‐ability of end-‐aisle displays − Eye-‐tracking of signage − Neither is a good use of VR
- 16. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 It’s Not The Technology It’s about leing them shop like they’d normally shop – Never sejle for 2D images – Otherwise, just show shoppers pictures – why pay for VR? – Shoppers use informa7on on sides and backs • Why take that away? • Why risk altering behavior?
- 17. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 It’s Not The Technology It’s about hiring a supplier who understands: – The boundaries of the technology – Experimental design – How the research will be used – What your business issues are – How to turn the data into ac7on
- 18. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 3 Things To Know • Virtual Reality works well for marke7ng research – most of the 7me • The data is different from what you are used to • It’s not about the technology 3things
- 19. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 Thank You! For more informa7on, please contact: Dr. Stephen Needel Advanced Simula7ons drsteveasl@gmail.com +1-‐404-‐944-‐0248 www.advancedsimula7ons.com
- 20. We’ve Learned A Few Things – Altered Reali7es Dr. Stephen Needel, Advanced Simula6ons, 2016 Q & A Ray Poynter The Future Place Dr. Stephen Needel Advanced Simula6ons