This presentation describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the effectiveness of shopper activations. We set out how, by combining the latest thinking from psychology and the best-in-class VR technology, we can unlock growth for brand owners and retailers alike.
Now we know people make decisions using fast, intuitive System 1 thinking, how can we change research to reflect these decisions? Technology permits us to observe behaviour more easily but how does research test new-to-market products while staying true to System 1? BrainJuicer, serial innovators in this area, explore how to use System 1 to predict and not simply observe behaviour using pack testing as an example.