Schlesinger Group, a leading international data and research services company, has launched Virtual Aisle by Schlesinger, a life-size virtual shopping aisle available at its insights, strategy, and testing sites in key markets across the US.  

The Virtual Aisle, powered by Informed Decisions Group, simulates an in-store shopping experience to gain in-context learning. Faster than in-market testing, Virtual Aisle allows researchers to simultaneously test multiple design options and easily modify stimuli. Leveraging a controlled environment, researchers can test merchandising placement, POS signage and branding elements, pricing strategies, and other retail visuals to identify lead design options to later test in further research or in-market testing.

Realistic visualization of retail shelving displays and shopping environments are achieved through high-resolution image reproduction technology. Participants can examine virtual products in detail just as they would in-store with 3D interactive touch-screen technology.

The Informed Decisions Group engineering team customize the solution to meet specific testing objectives and remain on site during the interactions to facilitate the technology and study success.

Commenting on the launch, Isaac Rogers, CIO, Schlesinger Group said, “This virtual-reality solution expands our portfolio of qualitative ResTech to help make it smarter, faster, and easier for our clients to capture compelling shopper insights.”

Colin Valdiserri, CEO, Informed Decisions Group added, “Schlesinger Group’s portfolio of large testing spaces and diverse consumer recruitment capabilities makes this an ideal partnership for Informed Decisions Group and researchers seeking more immersive qualitative experiences with their customers.”