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Gongos Launches Virtual Shopping Platform
US consultancy Gongos Research has launched the goSHOP online research environment, a new platform which simulates the retail environment to help clients understand how consumers make a purchase decision and identify what products they are likely to buy.
The platform, which was developed in collaboration with Hallmark Cards, has been designed to track purchase behaviour and predict in-market performance.
As a virtual shopping platform, the system enables navigation of hundreds of product options with multiple views and package details. It also allows for the randomization of products to reduce shelf-location bias, which the firm says results in more representative results.
The goSHOP environment then transforms large amounts of data into a model that enables companies to further analyze and manipulate the data, evaluate 'heat maps', and test take-rates against real market performance.
'Many online studies focus on the linear relationship between product features, purchase intent and purchase decision,' says Christi Walters, Principal and Head of Consumer Products. 'Understanding the more holistic relationship between the retail space, merchandising and product enables manufacturers and retailers to more effectively make critical business decisions.'
Michigan-based Gongos Research, recently launched its ConsumerView webcam-enabled online method for conducting in-depth, interactive focus groups.
Web site: www.gongos.com .
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