Virtual Shopper Decision Trees: Everything You Need to Know

For brands, constructing a consumer decision tree is a common practice, which can provide a deeper understanding how shoppers make choices at the shelf. The problem with most consumer decision tree methods is that they’re typically based solely on either attitudinal data—which is inherently unreliable for predicting what shoppers will actually do—or shopper panel data, which captures the switching behavior, but doesn’t provide data on why they buy what they buy.

Thankfully, technology has caught up to the needs of market research.

Click below to download our report detailing how virtual simulations create a new and insightful way to conduct shopper decision tree research.

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