Tag Archives: InContext Solutions

Virtual Reality in Market Research Today

By: Gina Joseph,
Communication Manager, InContext Solutions

The uses for virtual reality (VR) are growing in leaps and
bounds, and market research is no exception. During their OmniShopper
presentation, InContext
Solutions
‘ Rich Scamehorn and Amy Hebard proved that VR has a place in
research, today and tomorrow.
Right now, virtual 3D simulations through the computer are a
tried and true way of conducting research. Respondents can stream the in-store
simulations from their own computers and provide behavioral and attitudinal
insights for retailers and manufacturers.
Yet virtual reality headsets, such as Google Cardboard, Gear
VR and HTC Vive are beginning to make a splash in the research and marketing
arenas. Only a small percentage of the population actually owns VR headsets,
but companies can still start to think about ways to utilize the technology to
glean in-store insights like never before. How?
Respondents might use a headset to ‘shop’ a virtual store
while at the same time being asked questions and giving their impressions. They
would be able to pick up products using hand tracking, look at them in 360-degrees,
and decide what they want to buy. This is similar to a typical shopalong IDI
interview, but done in a completely virtual space, which means you could
display items that don’t even exist yet, or products with new designs. It could
also be used to create planograms or collaborate on planogram changes across
offices.
Branded experiences were another way companies can measure
and market new products or campaigns. Taking a VR gaming experience that
involves your brand into a store environment could garner interest. Researchers
can use that same VR technology to measure the impact of the VR branded
campaign before it even launches. These types of campaigns could potentially
create a deeper level of consumer engagement, one that will resonate beyond the
experience and into sales.  
The challenge, Rich and Amy said, is to get over the
skepticism and fear of VR, and just try it. The goal is to learn about VR
through experience, and then create experiences that will help you engage with
your shoppers.

OmniShopper ’16 Gets Emotional with Gut vs. Data

By: Gina Joseph,
Communication Manager, InContext Solutions

OmniShopper 2016 kicked off at the Radisson Blu Chicago
on Monday, and with it came opening keynotes summerizing how much has changed
in the retail space since just last year. Cybrids? Templosion? These are just
some of the phrases that came from opening MC’s and “futurists”
Erica Orange and Jared Weiner, of The Future Hunters. Yet the next speaker,
Jessica Hendrix of Saatchi & Saatchi, was able to meld the importance of
technology with the power of shopper emotions. 
While we often talk about connecting with the customer,
Hendrix shared insights on how too much data can cause people to be overwhelmed
with too many choices. “Data struggles with human emotion,” she said.
Data can cause a “creepy” Big Brother effect that many people are turned
off by. Hendrix said to counteract that feeling, brands and retailers need to
dive into people’s emotional responses in addition to
utilizing data. 
As an example, Hendrix explained how Saatchi & Saatchi
developed a successful campaign with Walmart and a Cover Girl mascara
display. The campaign centered around connecting shoppers with unique celebrity
styles’it never had to mention the benefits and value of each product; the
emotional connection was enough to make the campaign work. 
In another example, Hendrix played a Gillette commercial
showing teen boys searching the internet to learn how to do everyday
things like tie a tie, ask someone out, or shave. Then their dads were brought
in and their sons learned how to do these things directly from their dads. Not
only did it bring out emotions in the people in the video, but it triggered
emotional responses from the OmniShopper audience. Hendrix was able to bring
home the point that technology often loses out to the human
response. 
Yet she was quick to point out it’s not an “Or”
situation. Gut feeling AND data should go hand in hand. But emotions are
what impact people’s buying decisions at the end of the day.
InContext’s virtual reality simulations can get at the human
emotion in a way traditional methods can’t’be sure to check out our
session tomorrow
 at 2:30 pm CST on the Continued Evolution of Shopper
Research.

Free Webinar: Virtual Reality – The Key to Understanding Shopper Decisions

In the CPG and retail industry, analyzing shopper decision
trees are important for both strategic and tactical decisions. Traditionally,
they’ve either been created from historical purchase data (household panel
data, for example) or attitudinal surveys (card sorting, attribute rankings, or
shop-alongs.)
But that is no longer the case! Virtual reality has changed
the way shopper research is done. Traditional methods are integrated with data
from virtual shopping simulations, providing a deeper understanding of both the
attitudes and behavior of the shopper.
Join InContext Solutions’ Rich Scamehorn and Liz Cox for
their webinar to learn the latest trends and applications of virtual reality
research, and how virtual technology is allowing retailers and manufactures to
optimize assortment and eliminate traditional decision tree barriers, such as:
-                      
Hard-to-track categories (e.g., instant
consumption products, products without UPC codes)
-                      
Hard-to-track channels (e.g., Liquor stores,
C-stores)
-                      
Low purchase frequency categories (e.g.,
cosmetics, consumer electronics)
-                      
Retailer-specific data 
-                      
Occasion-based decisions
Register for this free webinar here: http://bit.ly/1LvvQgP
Presenters:
Liz Cox, Group Vice President, Insights, InContext Solutions

Rich
Scamehorn, Chief Research Officer, InContext Solutions

Liz has a passion for turning data into insights for
clients. Prior to joining InContext Solutions, Liz spent over 25 years in
shopper and consumer insights roles at IRI and Ipsos. Liz is now bringing
together her primary areas of expertise, virtual testing and shopper decision
trees, into an exciting new research offering. Liz holds a MS in Marketing and
Strategic Management from Purdue University’s Krannert School of Management.
Rich co-founded InContext Solutions in 2009, and serves as
Chief Research Officer. He has over 20 years of market research experience, and
began his career at Rockwood Research and Market Resource Associates, two
start-up research suppliers. He moved to the client side with Tennant and
General Mills where he introduced virtual store testing as a faster, cheaper
method providing great cost savings to the company. Rich holds a bachelor’s
degree from Macalester College in mathematics and a master’s degree from the
University of Minnesota in statistics.
Save you seat for
this webinar: http://bit.ly/1LvvQgP
Want more on this topic? Attend OmniShopper International
next month to see InContext Solutions present a session called, ‘The Latest
Trends and Applications of Virtual to Research.’ OmniShopper Intl is taking
place November 14-16 in Paris France. AS a valued member of our LinkedIn
community, you get $100 off the conference rate when you code OMNIPARIS15BL.
Learn more or register here: http://bit.ly/1W2eIG7
Cheers,

The OmniShopper International Team