Virtual future real life or fantasy: Innovations in virtual testing technologies and applications

In this paper Matt Kleinschmit and Andrew Reid, of US firm Vision Critical, review the latest innovations in virtual testing technologies and applications, such as virtual shopping, virtual banking, virtual mailbox.

Virtual future real life or fantasy: Innovations in virtual testing technologies and applications

Matt Kleinschmit,Andrew Reid and Richard RizzoVision Critical, USA and Canada

Introduction

In recent years the drive for innovation has led many companies to seek a broader understanding of how consumers view different products, categories and brands as they progress through the shopping process. In addition to primary research designed to better understand market structure and category landscape, companies have increasingly turned to virtual testing solutions to assist in identifying how consumers shop specific categories so they can optimize marketing, product and package variables...

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