This paper entails how CLTs can be adapted to today's needs by showcasing three case studies in the soft drinks category. We showcase how we used rapid prototyping to accelerate product development to shorten the time to market. Another case study depicts the use of a biometric appliance to capture emotional response, and the third case study we conducted together with PepsiCo displays how virtual and augmented reality can be used to contextualize the product experience to be more realistic when testing products.
How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
Every single day, millions more people will decide to shop online for an FMCG category for the very first time. This is a pivotal moment for brands. It is a moment when a consumer is highly likely to change from their typical brands, and etailers have a fundamentally disruptive influence on which brands a shopper will be exposed to. Online shopping is nothing new in 2018, however FMCG shoppers are starting to participate in the e-commerce revolution at a scale not previously seen in the past decade. To reveal key trends, identify opportunities for clients and offer cautionary tales, NAILBITER digs through four years of data, on 1100 brands, across more than 30 categories and dozens of countries to reveal the comprehensive shopper journey map of the omnichannel phygital consumer. Leading e-commerce retailers, such as Amazon, are entering the market with their own product lines and their own promotion agenda. Voice assistants are now being asked to make purchases and this has its own disruptive implication to the industry. Virtual reality (VR) is also starting to serve a function within the industry, as it can be used to replicate a store environment. With consideration to a number of key trends, NAILBITER will reveal the most comprehensive shopper journey map that encompasses all shopper types in a global multi-retail environment, including brick-and-mortar, e-commerce, traditional markets, phone commerce, home delivery, click-and-collect and voice.
The analyses provide a better understanding of the future of AR and VR within marketing strategies. By understanding consumers appetite for virtual and augmented reality, quantifying the size of the viable market and getting to know the target groups that are most open to these technologies, companies can capitalise on this growing trend. It is our belief that this connected data approach can be used for all manner of insight purposes. Profiles add colour and depth to descriptions of target audiences. Data tracking brand health from BrandIndex helps explore longitudinal trends amongst target groups. Our connected dataset can then be further enhanced with custom data. Brands and agencies can drive their success only if they tell a story that consistently resonates with their audiences. In the future, the only way this will be possible is by utilizing multiple channels that will blend into one reality. The most successful brands will be those who embrace innovation and have a deep understanding of consumers, which they place at the heart of their innovation strategies. They will use consumer data to isolate the most responsive and receptive audiences, targeting them with using rich data to reduce wastage and build trust.
The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged. The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.
This paper argues that virtual reality technology (henceforth VR), far from being a mere flash-in-the-pan, represents a new story telling logic that has deep implications for the way in which qualitative research is conducted. In short, VR presents us with the ability to generate more profoundly immersive experiences dir our clients than ever before, although at a cost of surrendering the control and voice of authority to which we have been accustomed.
This paper 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.
When beer beats wine in the restaurant! The quest fora perfect beer and food combination by using big data, algorithms and contextual consumer product testing (VR). In this paper we will therefore first introduce the concept of beer-food pairing based on molecular and machine learning information and its potential relevance for consumer delight. Subsequently, we will discuss the impact of context on the evaluation of such beer-food pairings by illustrating the current state of art in sensory and consumer context research.
Virtual reality, artificial intelligence, nano-technology, automated interviewing, the list is complex and changing by the day. So whats hot and whats not? Whats about to come screaming out of the starting gates taking all of us by surprise?