Understanding decisions – the power of the virtual shopper

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation.

Understanding decisions – the power of the virtual shopper

Matthew Draper

For most of us a daily or weekly grocery shopping trip for life's essentials is just a normal part of our existence. And 'Have you got the list?' is the commonly heard cry as you head out of the door en route to one of the supermarkets within striking distance. There is an even chance that if you don't have a written list, then you will have a virtual one floating around in your head, compiled during the course of a cupboard and refrigerator inspection, plus the conversations with...

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