Procter & Gamble opens ‘virtual shop'

Consumer goods manufacturer Procter & Gamble has created a new research facility which uses computer-generated imagery to re-create shops.

P&G spokesperson Marina Barker told Research: “It's an area the size of a small office which uses computer technology to provide 3D simulation of a virtual store.”

Research participants enter the room, known as 'The Cave' and walk through the simulated store, looking at different displays, 'picking up' products to look more closely, and choosing to 'buy' the ones they like.

Opened in July at P&G's offices in Weybridge, Surrey, 'The Cave' is used to test shoppers' reactions to store layouts, shelving, and product and packaging design.

Eighteen projects are already underway with retailers including Tesco, Sainsbury, Asda and Boots, mostly in the beauty area where the shopping environment has a big effect on sales.

Gianni Ciserani, general manager for P&G in the UK and Ireland, sees 'The Cave' as a quicker and cheaper alternative to arranging a pilot study in a real store.

Interactive computer simulations are starting to be used more widely for market research purposes, especially in online surveys where it is hoped that interactive elements will help improve the respondent experience and have a positive effect on cooperation rates.

Author: Robert Bain

Related links:

The Virtual Zone – from the Research magazine archive