Using Virtual Reality to Validate Packaging

The Challenge

Philips Lighting needed to understand if they had selected the right packaging solution before investing in production and launch.

Our Approach

We undertook a quantitative online virtual reality research project to understand purchase behaviour in the key retailer, evaluating 6 different scenarios.

The Insight

The initial preferred solution negatively impacted brand image and sales of premium packs due to poor findability
Philips made the decision to reverse production to switch to better performing alternative.The Virtual project was highly influential in a successful meeting with the key retailer.

The Impact

“The environment triggered marcom community for demonstrating shelf activations or planogram scenarios. The professional look and feel of the virtual reality supported the credibility of test results demonstrated to internal and external stakeholders.” – Ank van Ophoven, Market Intelligence at Philips Lighting

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