The problem
In an era of dramatic retail change, getting shopper marketing right is more important than ever. But researching shopper behaviour has always been challenging. Traditional hall tests provide accurate data about the likely success of shopper activations, but they are expensive to set up and inflexible – it's hard to test multiple versions of an activation, and particularly difficult to test promotions that span multiple categories. Online shelf tests, meanwhile, do have that flexibility and are good at testing individual factors (like a new pack) but struggle to recreate a realistic context for display and promotional tests and...