Carlsberg - Shopper Understanding Study with 3-D World Builder
Shopper Understanding Studies now have new tools available to enhance results. One great example is the study on Croatian supermarkets conducted by Factboy and DatosClaros for Carlsberg (www.carlsberg.com) and for the French supermarket Carrefour ((www.carrefour.com). For this study, Factboy’s 3D World Builder was used. This tool recreates lifelike 3-D settings where consumers are sent on shopping missions to test products and provide feedback on stimuli, layouts, planograms, etc. It involves state-of-the-art technology applied to specific market research cases and is ideal for studies in supermarkets, shopping malls, on streets and at nearly any location that can be replicated in 3-D – at a fraction of the cost of doing the same study offline.
Job Description
Client: Carlsberg Europe
Agency: Factboy direct client
Location and date: January 2009. Croatia and France.
Client’s goal: In the first case, the client wanted to decide on the best promotion from among eight alternatives. In the second, Carlsberg wished to define the planogram that would maximize beer sales for both the supermarket and the brand.
Solution: In both cases, monadic and pair tests on the stimuli (such as promotions and shelf exhibits) were done for the different sub-samples. Each sub-group had to complete a survey to filter respondents and later they were sent a specific shopping mission (for example, “You have $150 and you must buy beer for the party you’re throwing this weekend.”) Later, respondents took a recall survey and finally, the results were obtained for each sub-sample by analyzing their points assigned to the promotions and exhibits being tested and comparing them with actual buyer behaviour.
Results: Two Shopper Understanding studies were done within the established timeframe and in keeping with the client’s budget; no other type of study would have been done so quickly or at such a low cost. The comparisons of different online and offline studies show that studies utilizing the 3D World Builder are comparable to traditional studies by approx. 85%.
“This tool, which integrates the DatosClaros OPINO survey software, allows Shopper Understanding projects to be done in 3D virtual environments. These projects have been the first since Factboy joined forces with DatosClaros, combining the methodological/analytical know-how with the technological development of both companies.”
Thomas Laarz, CEO Factboy AG
About DatosClaros
Founded in 2000, DatosClaros (www.DatosClaros.com) is dedicated to designing and developing market research and public opinion studies. From the beginning, the company has worked to develop a comprehensive online research platform and to design proprietary tools and novel research methodologies that reflect the enormous changes in the communications among people and between companies and their consumers. Some of the company’s clients include: Unilever, Linde AGA, Coca Cola, Banco Itaú, Cencosud (Disco, Jumbo, Vea), Acindar, HSM, Loreal, Pernod Ricard, Mercado.