Virtual Shopping Test. is a research technique that is used to recreate/simulate a specific retail environment or situation in order to gain shopper insights.
Virtual tests can either be created using:
- Online simulation - a virtual shelf, or section of a retail space is created to test impact of activations such as new product introductions, planogram changes, POS or secondary displays. There are differing levels of realism and complexity than can be created, from simple interactive shelves to a 3D view of the retail space where the respondent can navigate through the store and view and choose products.
- Fully Immersive VR – this is delivered through a 3D headset and provides a much more realistic, immersive and engaging experience. However fully immersive VR needs to be conducted face-to-face as it requires specialist equipment; so while it is superior in realism it requires a greater investment and is often conducted using smaller sample sizes so is often qualitative or semi-qualitative in nature.