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Situated within the scope of existing marketing research, virtual store testing lies in between traditional consumer research such as focus groups and online surveys and historical methods of field work, such as in-store ethnography and controlled field experiments – in conventional or mock store environments. The use of virtual store tests to conduct market research is becoming common practice among product manufacturers and retailers and, if conducted properly, these tests can deliver an accurate representation of product selection and other shopping behaviors.
When used to evaluate the context of shopper marketing, virtual store simulations can be an indispensable tool for understanding in-store behavior and designing stores and merchandising programs that truly meet the needs of consumers. Research America has the tools and experience to conduct a variety of virtual store tests using 2D and 3D computer simulation technology and can create retail experiences that are as close to the real shopping experience as possible. Contact us to learn more!