Posted By ML Admin, July 12, 2012 at 9:59 AM, in Category: Transformative Technologies
Turns out consumers really don't know what they want-- regardless of what they say.
In an effort to create eye-catching new packaging and to roll out products faster, companies like P&G, Unilever, and Kimberly-Clark are using 3D simulation to test product popularity before it goes to market. Using computer screens outfitted with retina-tracking cameras that monitor eye movements while a consumer is looking at virtual store shelves, these CPG companies are finding out which designs get noticed first.
According to this WSJ article, some companies are going so far as to attach bands to testers' heads to monitor brain-wave activity, showing which designs trigger pleasurable responses. "With a virtual shelf set, in a few seconds, with a click of the mouse, you can modify your product, your pack, your display, and really co-create it with the consumer almost in real time," Unilever's Joanne Crudele told the WSJ.
Retina cameras can cost up to $40,000. Question is: Cool new technology that could provide a competitve edge or an extreme market research tactic that may not pay off in the end?
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