IN VIVO BVA
In Vivo BVA is a subsidiary of the BVA Group.In progress under maintenance under maintenance
Our resources
home >
Our resources
> Virtual Labs
PUTTING CONSUMERS & SHOPPERS IN A VIRTUAL ENVIRONMENT TO EVALUATE THEIR REACTIONS AND PERCEPTIONS
IN VIVO BVA has over 10 years of singular experience with virtual reality as applied to consumer goods marketing research
Through a partnership formed with the Paris Ecole des Mines' robotics laboratory in 1998, it designed the world's first level-one virtual reality interface, IN VIRTUO (patent pending). With this expertise under its belt, IN VIVO BVA can devise methods that account for the advantages and the limitations of virtual reality, to avoid risky decision-making.
Through virtual reality, researchers can plunge consumers into a test environment or expose them to a selected stimulus (such as packaging, new products, POS displays, merchandising, etc.) without the technical, time and cost restraints of using actual test conditions.
In addition, the main advantage of virtual reality compared with traditional methods (panels, written concepts, etc.) is its capacity to measure a target group's reactions and perceptions more closely and more reliably.
Yet In Vivo BVA's over ten years' experience has shown that virtual reality does not predict consumers' and shoppers' actual behavior. Our studies comparing the results of shopper lab research with In Virtuo lab research showed vast differences.
Despite the appearance of reality, consumers do not show natural behavior in virtual simulations. They make decisions more rationally and have less visibility and capacity for perception, especially when the simulations are done on computers with standard monitors.
In Vivo BVA has used these findings to define the strengths and the weaknesses of using virtual reality in marketing studies to suggest relevant ways of using it to pre-select:
Virtual Labs
For pre-development
PUTTING CONSUMERS & SHOPPERS IN A VIRTUAL ENVIRONMENT TO EVALUATE THEIR REACTIONS AND PERCEPTIONSIN VIVO BVA has over 10 years of singular experience with virtual reality as applied to consumer goods marketing research
Through a partnership formed with the Paris Ecole des Mines' robotics laboratory in 1998, it designed the world's first level-one virtual reality interface, IN VIRTUO (patent pending). With this expertise under its belt, IN VIVO BVA can devise methods that account for the advantages and the limitations of virtual reality, to avoid risky decision-making.
A realistic environment for better results
Through virtual reality, researchers can plunge consumers into a test environment or expose them to a selected stimulus (such as packaging, new products, POS displays, merchandising, etc.) without the technical, time and cost restraints of using actual test conditions.
In addition, the main advantage of virtual reality compared with traditional methods (panels, written concepts, etc.) is its capacity to measure a target group's reactions and perceptions more closely and more reliably.In Vivo BVA has used these findings to define the strengths and the weaknesses of using virtual reality in marketing studies to suggest relevant ways of using it to pre-select:- Packaging design
- Packaging design for new products
- Point-of-sale displays (POS advertising, claims, promotions and reductions, aisle displays, etc.)
- Merchandising displays
- Sales floor lay-out