VR technology: A virtual new world in consumer perception studies

A virtual new world

Packaging has a significant impact on consumers’ purchasing choices. Using Virtual Reality technology, scientists at Campden BRI recently ran a virtual supermarket technology experience to better understand which on-pack sensory claims motivate consumers to purchase products.

+The immersive study reproduced a real-world supermarket setting to ensure the participants’ choices reflected those they usually make in their shopping routines. The Virtual Reality (VR) store created by Sodalight Creative contained multiple versions of a product’s packaging, each version with a different on-pack claim and accompanied with the product’s price. The resulting simulation allowed participants to interact with products in a way that has not been possible in previous consumer studies, Campden BRI scientists explain. This was also a way to continue research in this field as extended restrictions caused by COVID-19 are limiting opportunities for face-to-face studies.

To recreate the shopping experience, sensory and consumer research scientist Marleen Chambault, who led the consumer study, ensured the environment was virtually the same, including the minutest of details. Even background supermarket noises were added, to further immerse the participants. Using a computer, the test required respondents to travel down virtual supermarket aisles towards the breakfast cereal and orange juice product displays. Here, they chose one product from a selection, each displaying different on-pack claims.

“For each of the tested products, breakfast cereal and orange juice, we evaluated the impact of nine on-pack claims on the purchasing intent,” Chambault tells us. The claims were selected based on previous activities conducted by Campden BRI as part of a two-year research project on sensory claims; some were sensory-related, but others were not. The

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Claims tested for breakfast cereals

+Low in sugar +Source of protein +100% British grains +Improved recipe +Great taste +Crunchy texture +Tastes better than the leading brand +Tastes as good as the leading brand +Now even tastier

Claims tested for orange juice

+Freshly squeezed +No added sugar +Bottle, label & cap 100% recyclable +From organically farmed oranges +Sweet & Smooth +Deliciously smooth +Great taste +Tastes better than the leading brand +Now even tastier

researchers created their own packaging designs for this study, inspired by those commonly found on the UK market. Each product variant displayed a different claim, 18 in total.

Nutrition claims such as ‘No added sugar’ appeared to have a particularly strong impact on the consumers. The study showed that sensory claims also had a high influence, particularly those focusing on the specific sensory characteristics of the goods, such as ‘Sweet and smooth’ or ‘Great taste’, for example. Such sensory claims can be powerful marketing tools, which highlight the unique selling point of the product, the study found. “The challenge for food business operators, however, is knowing whether the claims they’re using are making a difference and motivating consumers to purchase their products,” Chambault explained. She added that “Typical consumer studies often lack the real-world element, yet context plays a pivotal role in determining how consumers behave. We used VR to overcome this issue.”

The best claims to have depend on the specific product, the study showed. Consumers were not consistently motivated by the same claims, as they rarely chose both products from each category, cereal or juice, with the same type of claim. Across all products tested, the claims relating to nutrition (e.g. ‘high in fiber’), clean label (e.g. ‘no artificial ingredients’, ‘100% wholegrain’) and sustainability (e.g. ‘100% British grains’) generally performed the strongest, all of which are relevant baked goods as well. Further testing would determine the best claims for bakery goods. This shows the need for food manufacturers to test specific claims with their products, the researchers concluded. VR provides useful tools to test the impact of different claims, to identify which claims manufacturers should use on their packaging to influence the consumer’s likelihood of purchasing their goods.

Virtual Reality to map consumer interest

The study lays opens a door to future consumer research using VR, with a multitude of further applications to be trialed, such as the impact of a product’s shelf positioning or packaging designs on the consumer’s intent to buy, for example. To test bakery goods, the researcher recommends to first make sure the claims for testing are relevant to the product categories they are attached to. Recruiting consumers who specifically purchase the types of products investigated is also recommended, for better results.

“With VR, we can immerse consumers in a typical retail environment and assess which products are looked at and selected more often. From what consumers choose to buy, we can derive conclusions about their drivers for purchase, for example, shapes, colors, claims (in our case), positions on the shelves etc. Manufacturers can use such information to design more attractive products that have a greater chance of being purchased; retailers can then use such information to optimize their retail space, layout and shelf positioning,” the project’s leader explained.

Such consumer behavior studies are not without challenges. Perhaps the biggest one to manage is technical – how to make the overall shopping experience as realistic as possible. This includes recreating the products on offer, the look and feel of the supermarkets and the auditory experience, illustrates the researcher. The VR application should also be thoroughly tested to ensure it runs smoothly, since the experience is key, and that it is fully compatible with the available hardware. “We also found that a thorough briefing of the consumers was essential as the technology was new for some of them. We did not want the technology to be overwhelming or a distraction from the task at hand,” Chambault explained.

Claims relating to health, wellbeing and sustainability could perform strongly after the pandemic, depending on the type of foodstuffs considered. “Plus, not all claims appeal to the same people. For instance, those following a vegan diet may be motivated by claims that differ from those following a mixed diet,” the researcher points out. A new VR-based project would also be an interesting analysis, if the findings are maintained once most pandemic restrictions are lifted.

When competition is high, products featuring specific claims can appeal to consumers more. So bakery manufacturers, like any other manufacturer, could benefit from using consumer tests using VR technology. +++

About sensory claims

A sensory claim is defined as ‘a statement about a product that highlights its advantages, sensory or perceptual attributes, or product changes or differences compared to other products in order to enhance its marketability’ and includes statements such as ‘The UK’s favorite’, ‘Great taste’ and ‘Creamier than ever!’