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...