virtual shopping mythbusters - part two
DESCRIPTION
TRANSCRIPT
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PART II: Methodological Considerations
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• The Motive: Why Did We Do This?
• The Scene of the Crime: A Rigorous Virtual Testing Methodology
• The Verdict: Virtual Shopping Hypotheses…and What Is Actually Real
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Global Leader in Community Panels
Pioneer in Immersive Virtual Testing
Engaging Visual Questions/ Exercises
Data Visualization & Rapid Online Reporting
Intersection of Research & Technology
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WHY DID WE DO THIS?
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• ‘Virtual Shopping’ is over a decade old – Vision Critical a pioneer, powering the industry
• Lots of new technology, lots of theories – From super computer to notebook
– From flat images to 3D modeling
– From central location to online
– From curiosity to key tool in category management
• Real world validation is well documented, but no true ‘best practices’ for wide variety of virtual methods used
We Wanted to Set The Record Straight!
THE MOTIVE
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► Monadic Is Superior to Sequential Monadic
► ‘Dummy Shop’ Produces Better Data
► Spending Increases With Repeat Category Exposures
TODAY’S WEBINAR: THE VIRTUAL SHOPPING HYPOTHESES
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A Rigorous Virtual Shopping Methodology • n=1800 category buyers; Vision Critical Springboard America Panel
• 20-minute questionnaire online
Multiple Types of Tests Included (~N=200 per test) • Multi-cell design, monadic and sequential monadic depending on test
• Point-in-time and longitudinal depending on test
• Online 2D full standard aisle/Online 3D full standard aisle
THE SCENE OF THE CRIME
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MONADIC IS SUPERIOR TO SEQUENTIAL MONADIC
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First, Second and Third Category Exposure Randomized
Variety of shelf configurations tested
Both monadic and sequential monadic methods
Up to three shops per interview
Respondent was received the same instructions before each shop
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Monadic Is Superior to Sequential Monadic
In a sequential monadic design, the number of product views decreased in the 2nd and 3rd shops; as did shop time
Basket size/spend statistically consistent across shops
Second/Third Shop (B)
First Shop (A) 2.3
2.2
6.4 B
3.7
Purchases Views
$9.31
$8.80
$ Spent Shop Time
(min)
4.4 B
1.6
Note: 3 POGs tested in 3 positions – averages across the 3 shown on this page, Uppercase letters indicate the number is statistically higher than other at 95% confidence level, lower case at 90%
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Ideal when objectives require full investigation the
shelf; Allows for greater in-depth diagnostic follow-up questions/shopability;
Findability
Ideal for testing wide range of differences from aisle to aisle; When doing a ‘disaster check’ on major category/pricing changes
Monadic Is Superior to Sequential Monadic
Monadic Sequential Monadic
Shorter Survey length Longer
More Sample required Less
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‘DUMMY SHOPS’ PRODUCE BETTER DATA
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‘Dummy Shop’ Example Shelfset
Prior to actual shop, ‘Dummy Shop’ with one cell of respondents
Both cells shopped the same ‘actual’ Shelfset
Both cells had similar instructions prior to ‘actual’ shop
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‘Dummy Shops’ Produce Better Data
‘Dummy Shop’ respondents spend less time during the ‘actual’ shop
But spending, basket size and examination behaviors are similar
Satisfaction data consistent as well
Without Dummy Shop (B)
With Dummy Shop (A) 2.3
2.4
5.9
5.8
Purchases Views
$9.37
$9.58
$ Spent Shop Time
(min)
3.0
3.6 B
Note: Uppercase letters indicate the number is statistically higher than other at 95% confidence level, lower case at 90%
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‘Dummy Shops’ Produce Better Data
From a behavioral standpoint, no real benefit; Takes away valuable survey
real estate; Helpful for ‘disguising’ test
Suitable for most projects; Detailed virtual shopping instructions are sufficient
Dummy Shop No Dummy Shop
× Cost
× Time to set up Longer (2 shopping
exercises) Survey length Shorter
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SPENDING INCREASES WITH REPEAT CATEGORY EXPOSURES
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Longitudinal First, Second and Third Category Exposures
Same, full category layout in 2D
Longitudinal sampling one week later and five weeks later (same respondents)
Sample sizes reduced slightly each time (n=200 first; n=95 completed all three)
No package changes included
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Spending Increases With Repeat Category Exposure
Shoppers become familiar with the shelf in the first exposure
Basket size & spending consistent
There were no significant differences in the brands purchased
Second Exposure (1 Week Later) (B)
Third Exposure (5 Weeks Later) (C)
First Exposure (A) 2.3
2.2
2.2
6.0
4.4
4.9
Purchases Views
$9.29
$8.84
$9.25
$ Spent Shop Time
(min)
2.9
2.9
2.6
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Suitable for most projects; Particularly in static
categories
Ideal for understanding impact on shopping over
time; Seasonal categories & changing competitive
context; Package testing
Spending Increases With Repeat Category Exposure
One Exposure Repeat Exposure
Shorter Timeline Longer
Lower Cost Higher
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► Monadic Is Superior to Sequential Monadic
► ‘Dummy Shop’ Produces Better Data
► Spending Increases With Repeat Category Exposures
VIRTUAL SHOPPING HYPOTHESES
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Conclusions
Technology is never a substitute for sound research design
Match the technology to the business issues (and know when to say when!)
Leveraging technology effectively can bring innovation to the research process
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Questions?
Ideas for Future Waves?
Will be presenting Oct 1-3 at LEAD Marketing Conference
See you at Shopper Insights in Action July 18th-20th !