Kellogg Company (Kellogg’s) is the world’s leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company.
Consumer brands like Kellogg’s and retailers invest considerable time and money trying to determine the ideal product placement and assortment on the shelf. But traditional approaches to this kind of market research have limitations. For example, you could build an expensive physical store environment and invite focus groups to “shop” the shelves and then fill out a survey; or, you could create a “virtual” store on a computer screen to replicate the shopping experience; or mail products for consumers to try at home and then ask them questions in an online survey.
VR Merchandising Solution with Eye Tracking
All of these conventional approaches pose drawbacks, however, and Accenture wanted to find a better way. So, they teamed with Qualcomm as the technology partner and approached Kellogg’s and proposed a pilot Virtual Reality (VR) and eye tracking-based solution that transforms how brands and retailers conduct market research.