The Harris Interactive AG online shelf test allows for the simulation of a shopping situation. 3-D fotorealistic products are on virtual offer for purchase. The online shelf test is therefore a good alternative to a physical shelf test.

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What can be tested with the online shelf test?

• Attention / Consideration
  Which product catches attention? Which packaging arouses the most interest?
• Decision-making
  Which product is put into the shopping trolley?
• Findability
  How long do respondents take for finding a certain product? Which packaging (design, colour etc.) is easiest to find? In what way is the findability among competing products influenced by the shelf position?
• Influence of marketing / communication
  How is the purchase intention influenced by ads,
  TV commercials, coupons, etc.?
• Changes in the product line
  Cannibalisation through product line extensions, impact of cutting out certain products, loyalty after changes in the product line.

How does the online shelf test work, which functions does it have?

• First, respondents are provided with a short instruction of how to interact with the virtual shelf.
  
  
  
  
  

• After starting the online shelf test, the complete virtual shelf is shown. When scrolling over individual products with the mouse, they are displayed in a preview window in the top right-hand corner along with a short description.
  
  
  
  
  
  

• By clicking on a product, the shelf is zoomed in. The respondent is one step closer to the shelf. The enlarged part can be moved to all four directions with the arrow keys. It is also possible to step back from the shelf again.
  
  
  
  
  
  

• In order to view a product in more detail, you can select it by clicking on it. A detailed view opens up where you can also see the back side of the product. The product can be placed in the virtual shopping basket and be purchased or the respondent can return to the full view of the shelf, e. g. for comparing prices.
  
  
  

How do respondents experience the online shelf test?

• The use of the online shelf is intuitively comprehensible and easy, as qualitative tests have revealed.
• While the instructions are shown, the test material is loaded. Respondents receive adequate compensation for possible waiting times.
• During the virtual shelf test there are no delays due to loading times, which means equal conditions for both respondents with a modem and with broadband access.
• Interviews with respondents who used the virtual shelf prove the good comprehensibility of and the unproblematic interaction with the shelf.

Know-how: benefit from our experience

• Over 5 years of experience in implementing online shelf tests for all kinds of product categories and point-of-sale activities.
• The online shelf test is validated by market data.
• Time and budget efficient realisation through optimised processes.
• Realistic display of the virtual shopping situation by using fotorealistic three-dimensionality of the individual products
• Manifold designs and surfaces of packages can be displayed realistically.
• International online shelf test one stop (including purchasing, photographing and digital editing of packages).
• The complete interaction of respondents with the shelf can be recorded and analysed. Individual usage sequences can be viewed like using a VCR.
• Identification of the impact of the shelf.
• References (Selection): Melitta, Procter & Gamble, Sara Lee.
• Visual display of the attention getting potential by heat maps

For further Information please contact: research@harrisinteractive.de