Unique data-driven approach to grow CPG brands by optimizing brand in-store presence & purchase rate, with proven results!

Benchmark Test

  • Is your on-shelf presence at the point-of-purchase competitive? 
  • This test uncovers where your brand ranks among its competitive set on-shelf in terms of both shopper attention level and purchase conversion. Findability is also measured and compared to success norms.
  • The test is particularly useful for determining whether a package needs to be redesigned.

A vs B Marketing Tests

  • Test the business impact of marketing ideas @ POP (i.e. new package design, claims, brand repositioning, advertising, pricing, merchandising…)
  • This test uncovers how the marketing change will impact brand shopper attention, paid conversion rate, $ sales & market share
  • The test takes away the risk of the unknown so that you can prudently “open the gates” to bigger and better shopper marketing ideas.

Test New Products

  • Will your new product succeed in-market?
  • Traditional new product concept testing asks respondents whether they would buy a new product whereas V-SHOPPER measures actual purchase behavior in-store. This is a vastly superior methodology versus traditional studies.
  • This test will accurately predict new product trial rate and market share with and without brand stimulus exposed before respondents shop.

Only V-SHOPPER can accurately track shopper eye movement online

The product SKU density of most store shelves requires a hyper-specific tracking mechanism that only V-SHOPPER has. We call it the Ocular Lens. It is like a zoom lens for shoppers to use while scanning the shelf and is controlled by their mouse. 


V-SHOPPER in-market predictability has been validated by a 3rd party

A team of researchers from two different universities partnered with Kraft Foods, Canada, to test V-SHOPPER. Results confirmed a very strong .85 correlation between V-SHOPPER purchase behavior data and in-store shop-along. V-SHOPPER Ocular Lens demonstrated expected shopper attention behavior (eye tracking) vs normative shopper attention data.

1. Measure what shoppers see in-store

2. Measure time needed to find a product

3. Measure business impact




Shoppers are asked to shop as they normally would and use V-SHOPPER’s proprietary Ocular Lens (like a magnifying glass) to navigate the shelf. The Ocular Lens places shoppers about 18” from the shelf and is controlled by their mouse.

We measure eye movement every third of a second throughout the shopping experience with the Ocular Lens.

Report Findings: How many shoppers, as a percentage, paid any attention to your brand on-shelf while shopping, and how does that compare to your competitors and other test variants.



Shoppers are asked to scan the virtual store shelf and find a specific brand SKU. They use the Ocular Lens to find the targeted SKU and confirm selection.

Findability is an important measure of both shelf impact and on-pack communication. It is really a starting point to measuring a brand’s in-store performance because you can’t afford to get it wrong, particularly if you have a large business and are looking to make a change.

Report Findings: How many seconds (on average) it takes to find a targeted brand SKU and what percentage of shoppers picked the correct SKU.



Shoppers are given the opportunity to click on any product they see on-shelf and make a decision on whether to purchase it or not.

Measuring actual purchase behaviour within the context of a shopping trip is the only way to get accurate data on expected business impact. Why? Fact is there is a very poor correlation between what consumers say and what they do. That is one of the reasons why over 85% of new products fail using traditional purchase intent measurements.

With V-SHOPPER, there is a .85 correlation between test results and real world results, so it is highly predictable. This virtual testing of different marketing stimulants allows brand owners to effectively manage risk and optimize business results.

Report Findings: What shoppers purchased, purchase conversion rate percentage and market share for all brands on-shelf, as well as test variants.




Using the V-SHOPPER’s Pack Analyzer, respondents are asked to pick out the 3 most interesting elements (to them) on the pack design or brand ad, rate it out of 10 and comment on it.

Every pack design or brand ad elicits a response from the target audience. In order to optimize this response, marketers need to better understand what the primary interest drivers are, along with their level of likability.

This feedback is particularly useful if the brand is underperforming in-store, as it gives clues as to why the brand is struggling at the “moment of truth”.

The key here is to use this data in combination with the shopping behaviour data because it helps answer the question: why did that test stimuli perform so poorly or so strongly?

Report Findings: Maps all design elements against interest level and score, as well as provides verbatim comments.


Shoppers are asked to rate their perception of a brand against a list of targeted brand attributes. This rating method is sometimes replaced with forced preference format to compare more than one design head-to-head.

This is the last step in the research process. It’s important to do for two key reasons. First, there is a need to confirm whether the marketing stimulus effectively supports the brand communications strategy. In our experience brand owners are often surprised at respondent perceptions of test variants.

Secondly, the insights gained in this area can be cross-tabbed against shopping and pack analyzer results, to better understand what is behind key performance drivers.

Report Findings: Brand salience scores for all design variants, cross-tabbed with shopping data.




A team of researchers from two different universities partnered with Kraft Foods, Canada, to test V-SHOPPER versus more traditional in-store testing methodologies. They wanted to determine whether this newer, more cost and time efficient online testing methodology could measure shopper behaviour and attention as well as more traditional and expensive in-store testing methodologies. They chose V-SHOPPER for this test because unlike other online testing solutions, only V-SHOPPER has an Ocular Lens feature, a highly effective means of tracking shopper attention online throughout the shopping experience.
Two identical tests were run across 5 food categories with 1172 respondents using V-SHOPPER and in-store shop-along methodologies. V-SHOPPER purchase behaviour was compared against in-store shop-along data. In addition, researchers compared online shopper attention data from V-SHOPPER with normative shopper attention data sourced from many in-store eye tracking studies, to determine the shopper attention efficacy of V-SHOPPER.
Results showed a very strong .85 correlation between purchase behaviour data generated through V-SHOPPER and in-store shop-alongs. Further, researchers concluded that V-SHOPPER’s Ocular Lens was able to demonstrate expected results in most cases versus what was expected based upon normative shopper attention data. Conclusion from the study was that V-SHOPPER is able to provide managers with a more cost and time efficient methodology to examine the actual impact of marketing actions intended to capture shopper’s attention at the retail shelf and to influence behaviour.

Journal of Food Products Marketing, 2016 - http://dx.doi.org/10.1080/10454446.2015.1072869Mark Lang, James Kelley, Kelly Moore (Department of Marketing, Iowa State University)