Accenture teamed with Qualcomm and Kellogg’s to reinvent how brands and retailers gather consumer data and perform research.

Accenture Extended Reality (XR) designed an immersive experience based on the brand's real-world need to test the planogram, assortment and pricing strategy for the launch of Pop Tarts Bites.

What truly set the VR-driven results apart? Additional insights from the eye-tracking analytics, providing a wider window into the shopper's behavior than you typically would get from traditional testing methods like in-home user tests, or online surveys.

The VR testing revealed that when the Pop Tarts Bites were placed on a lower shelf – rather than higher up where consumers typically expect to find new products – testers paid more attention to other surrounding Pop Tarts products. That stimulated additional sales of Pop Tarts items, with an overall 18 percent brand sales increase during testing.

Thus, mobile VR with eye-tracking delivered a different, more informed and wholistic merchandising conclusion.