What is Visualizer?
is a multimedia research application that uses digital imaging as well
as unique software and filming techniques to develop interactive shopping
environments (stores, showrooms, restaurants, et al.) Once captured,
these 'real' environments can be employed for marketing research purposes
and permit the virtually unlimited digital manipulation of environmental
stimuli. Thus, Visualizer becomes the ideal tool with which to
test alternative forms of displays, P.O.P. materials, retail pricing,
packaging, store layouts, shelf configurations, prototype designs, etc.
- individually or, most intriguingly, in combinations.
There is considerable
published evidence that upwards of two-thirds of consumers' buying decisions
are made at the "point of purchase". Visualizer provides
the opportunity to place consumers in a "virtual" environment,
of the marketer's choosing, where the majority of these decisions are
made. This highly controlled, but life-like environment allows the respondent
to react, assess and make their shopping decisions while permitting
us to measure their behavior and ascertain the degree to which the test
condition(s) have influenced that behavior. And, because Visualizer
is computer-based, consumer interviewing can be conducted in multiple
markets nationwide, simultaneously.
How Visualizer Works
provide Visualizer environments in three distinct levels, dependent
upon the client's research objectives: (click
on any level to see an example)
environment of a category or shelf area where respondents are shown
a limited store section in which they can make brand/ SKU selections
(e.g., R-T-E Cereals).
Level 2: Simulated
environment of store department or aisle within the outlet where respondents
are exposed to a somewhat restricted section (e.g., beverage aisle)
in which to shop and make purchase selections.
environment of entire retail/ service outlet (interior and exterior,
if needed) where respondents can "walk" through the environment
at will (with a joystick/trackball) or follow a predetermined course
to shop within one or multiple catagories.
Team creates Level 2 & 3 environments by filming on-site at a dedicated
retail or service outlet. Upon development, we can digitally alter or
superimpose any aesthetic element in the environment, thus creating
one or many alternative scenarios. This control allows us the opportunity
to measure the effects of adding/ changing displays or P.O.P. materials,
rearranging store sections, increasing/decreasing selling prices, adding
or deleting brands/SKU's, etc. Level 1 environments can be created by
on-site filming or directly on the computer using our proprietary software
and client-provided product images.
are recruited via mall intercept. Upon qualification, these respondents
are exposed to the environment on a large projection screen. With our
"Active Product Selection" feature, respondents can select
individual products from the shelf or display; view them up close, in
detail; and buy or replace them. This feature is available with all
three Visualizer environments. The survey instrument can either be programmed
into the Visualizer environment to ask questions (and capture
responses) interactively, or be administered via in-person interviewing.
Unlike traditional techniques
of measuring consumer purchasing behavior with actual in-store tests
or the use of prototypes/store "mock-ups" at central location
facilities, Visualizer research studies are capable of testing
a variety of alternative designs, more quickly and at significantly
lower costs. Moreover, once a Visualizer environment has been
created, it can be used not only for the current research study, but
for future research projects as well.