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Logician® Shopping Simulation with 3D Animation: Simulating the Consumer Shopping Experience
Decision Analyst creates 3D and/or 2D models of consumers' shopping experiences using our Logician® Simulation Software. Virtually any store, environment,
or object can be simulated. 3D animation mimics the look, feel, motions, and sounds of visiting a store and making a purchase.
Here's How It Works
Target audience consumers are recruited online. They view the Logician® Shopping Simulation online, and make simulated purchases off of the "shelf"
with the click of the mouse, just as though they were making purchases in an actual store. Respondents can be exposed to advertising and promotional stimuli
during the experiment, and they can "pick" a brand off of the shelf, examine it close up, rotate the package to see detailed back and side panel
information, and put the package back on the shelf or into the shopping cart. This realistic simulation of the in-store buying experience helps recreate the
emotions and "frame of mind" associated with shopping at a particular type of store. Consumers' behavior and brand choices in this virtual world closely
mirror real-world brand choices and decision-making.
Choice Modeling and Logician® Simulated Shopping
Simulation of the shopping experience reaches its apogee when combined with
choice modeling experiments. Shoppers can visit a simulated store online multiple
times and make many buying decisions under different marketing conditions (i.e.,
different scenarios). These choice modeling scenarios allow our marketing scientists
to implicitly measure the importance and influence of many different variables,
such as price, shelf location, number of facings, competitive influence, advertising
messages, type of package, etc. These derived equations become the foundation
to build a DecisionSimulator™, so that "what if" games can be
played—to reveal the effects of hundreds of different combinations of
marketing variables. The ultimate goal is to help marketing managers optimize
marketing mix variables so that ROMI (Return on Marketing Investment) is maximized.
Logician® Simulated Shopping
Logician® simulation of shopping behavior achieves its ultimate value in combination with choice modeling experiments, so that the effects of many different
marketing scenarios (different prices, different facings, different packages, different advertising, etc.) can be understood and measured. Primary applications include:
Shopping Environments
Virtually any shopping environment can be simulated via 3D animation, including:
- Amusement parks
- Convenience stores
- Department stores
- Drugstores
- Gas/Service stations
- Hospitals and healthcare clinics
- Liquor stores
- New car dealerships
- Restaurants
- Supermarkets
- Vending machines
3D Animation of Objects/Prototypes
Animation models can also be created to accurately picture new product prototypes,
new packages, new retail stores, and other objects. For example, 3D models can
be created for cars, trucks, lawn mowers, cell phones, toys, dolls, new store
interiors, etc., so that these objects can be displayed, rotated, and viewed
from many different angles in an online survey. This type of simulation shows
the exact shape and proportions of a new package, new bottle, new cell phone,
or new car. The accurate portrayal of these objects within surveys means that
consumer reactions measured in these surveys are more accurate, compared to
reactions to a flat, motionless picture of an object. Click
here to see demo.
Why 3D Animation?
As indicated, the most important reason for 3D animation is better representation of the real world and improved data accuracy, but there are other reasons as well. Respondents are more engaged in online surveys with 3D animation, and report higher levels of satisfaction with the online survey process. Respondent cognitive stress is reduced, and frustration with repetitive tasks is minimized.
Online Research Services
Decision Analyst is a leading international marketing research and marketing
consulting firm with over 32 years of experience in state-of-the-art modeling,
simulation, and optimization—to help its clients maximize ROMI (Return
on Marketing Investment). If you would like more information on 3D animation
for Marketing Research, please contact Jerry W. Thomas by emailing jthomas@decisionanalyst.com
or calling 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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