P&G Creates Virtual Reality Research Room

Research magazine (could go behind the subscription wall soon): "Procter & Gamble has created a new research facility [in Britain] which uses computer-generated imagery to re-create shops. 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." The magazine also has a whole feature called Virtual Zone, but I don't think I'm subscribed to see it.
-- via msurveys


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