Research Objectives at the point of sale

Together with our partners from Impulse Machine we have created a platform for conducting research in virtual reality for shoppers based on physiological feedback and machine learning methods.

This platform allows you to conduct all types of shopper research in virtual reality including but not limited to:

  • Test and compare layouts, outlets
  • Evaluate the quality of customer experience with POS
  • Analyse shopping behaviour in the context of the environment, build a customer journey map
  • Measure the effectiveness of POS materials, layouts, stands
  • Simulate various customer scenarios and track consumer behaviour

VR Research Objects

Full immersion effect, with particular attention to detail, lighting and physics of objects. The platform has flexible options for adaptations to a specific study.

  • Correction of planograms and navigation
  • Procedural price changes on price tags
  • Adding POSM and product installations
  • Changing the arrangement of categories within the store
  • Changing the level of cleanliness and order in the store
  • Adding the required number of other customers, generating a queue
  • Playing advertising audio messages over the store's speakerphone
  • Cashier behaviour and more
Equipment and Methods

In order to achieve set goals we use a complex methodology that combines classical research methods together with neurophysiological tool to identify the insights of the target audience.

VR headset with an eye-tracker
Biobracelet
Metrics & indicators obtained
  • Buyers movement and density maps, traffic generating sections and categories
  • Composition and check of the shopping cart
  • Ability to attract visitors and efficiency of the shop windows
  • Time spent at point / section
  • Attention to and interaction with various categories / products / materials and staff
  • Layout / in-store communication efficiency in the context of the buyer's journey
  • Emotional assessment of shopping and other individual elements
  • Comparison of the effectiveness of points / layouts / communication materials by various parameters
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