4D Shopper and 4D Shopper Plus can be run as an intercept or as an online study – there are advantages and disadvantages to each.
We typically use 30 different sites spread across the US for a mall-intercept study. This means we can run 150 shoppers a day. That means most tests run with just a few days of fieldwork.
A typical study takes 15-20 minutes, including training on how to move around the store and the shelves and how to interact with products.
This is a long time for shoppers to pay attention; we haven’t had a problem with this in an intercept environment – the time goes by quickly and the gamification aspect is engaging.
Online has the singular advantage of lower recruiting costs – often less than 20% of an intercept cost.
Most VR systems require browser plug-ins to make the 3D features work. This has two downsides:
- Browsers are becoming more and more restrictive about which plug-ins they permit. This means you may need to move potential recruits to another browser to participate – you lose a lot of shoppers because of this.
- Participants are becoming more and more reluctant to download a plug-in, even though they don’t collect any data or interact with any other program on their system.
- The implication is that your incidence rate can easily be cut in half
4D Shopper Plus is browser independent and does not require a plug-in to work!