most researchers or marketers who have experience with in-store testing,
the benefits of Visualizer may already be apparent:
Customization - once created,
digital environments can be modified in almost any way desired. The
testing possibilities are expanded exponentially.
- filmed environments
can be used over and over for follow-up and future testing.
Effective - no need
to build displays, ship product to stores, pay retailers to reconfigure
shelves, and manufacture new products or packaging.
Process/ Faster Results
- once the environment
has been captured digitally, the testing process can be completed in
weeks, not months - even for multi-variable tests.
& Confidentiality - no
chance that competitors will know what you are testing or even that
you are doing any testing at all.
to Test the "Untestable"
- alternatives and options
that were too expensive to measure or too complex to execute are now
not only possible, but relatively simple to execute.
Reliability at Qualitative Cost
need to rely on the minimal sample sizes of focus groups when more reliable
results can be achieved with similar speed and costs.
& Experience - Visualizer
has developed a substantial client base since its U.S. introduction
in January 1999 and has ready access to the significant resources of
Marketing Sciences, Ltd. to supplement our own dedicated staff of technical
and research professionals.
a most appropriate summary is one that was provided by a Senior Research
Manager at one of our major packaged goods clients. He offered the following
description of Visualizer to his key marketing and sales management
"Imagine being able
to do whatever you want to a store, whenever you want and
test the impact of the change
. To do those same tests without
having to find the
stores, balance them demographically and get store cooperation - only
them drop out
. Have the impact of shelf, product, pricing, merchandising
packaging changes measured without the complications of 'uncontrollable'
leaking into the research
. Visualizer multimedia is an insights