Vision Critical Rolls Out Virtual Bank Testing Site

Interactive research and technology firm Vision Critical has developed a virtual retail bank environment in which to test layout concepts, the position of greeters and tellers, and to determine where best to place visual branding such as posters, signage and video screens.

In December, Canada-based Vision Critical overhauled its ShelfsetPlus product, to enable clients to field virtual shopping exercises in less time, while increasing respondent engagement.

The firm says that like the tools and concepts currently used by retailers and CPG manufacturers for virtual shelf and retail store analysis, its new virtual bank branch can be used to measure different aspects of branch appeal and usability. Combining qual and quant research with an interactive online environment for collecting data on consumer experience, the virtual environment offers a 'faster and more cost-efficient' alternative to conventional in-store field tests.

Once in the 3D site, respondents interact with the bank branch environment during a structured virtual tour, where their route is already mapped out through the branch. In response to user feedback, a bank's branch design team can provide multiple iterations of the tour to assess several possible marketing or design executions during a single study.

Respondents can also interact with the environment during the tour; typically by clicking on elements of the design that draw their attention most. Each tour is followed by targeted research questions.

'Using virtual environment-based research for a more efficient branch redesign can not only help improve the customer experience but increase cost productivity and better connect the customer with the bank brand,' states Demitry Estrin, SVP Finance.

Web site: www.visioncritical.com .