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Virtual Market

Unlock success in the Consumer Packaged Goods industry with our Virtual Market simulator – where innovation meets real-world impact, guiding your decisions for optimized pack and price configurations that ensure a better return on investment

Woman on a laptop doing online grocery shopping

What is Virtual Market?

Ensuring that your pack and price configuration is optimized for the market is one of the most important levers of success in Consumer Packaged Goods industry. Whether it’s launching a new innovation, or adjusting a product that’s already in-market, you need to be able to see how any changes to your product like pack size, configuration, design, SKU mix, claims, or price, impact your sales and profitability.

Our Virtual Market tool is created to help Consumer Packaged Goods companies measure the impact of product innovations in a real-world scenario. Using our purpose built online shopping interface and real consumers, the tool helps companies see a better return on investment when introducing change to market, by forecasting unit volume and revenue.

Virtual Market helps research teams bring actionable insights to the board room with data from real shoppers, and simulators calibrated to equate to actual sales data. With our Virtual Market tool companies will launch better innovations, achieve better in-market results, and see a better return on investment.

The benefits of using Virtual Market


Optimization and scenario exploration

The impact of changes to any experimental variables is measured in terms of change to unit and revenue volumes for the client’s portfolio and competition.

Your custom Virtual Market simulator allows you to explore the impact of market changes (yours and competitive) now and in the future.


Business metrics, not research speak

Virtual Market translates any at-shelf change into business metrics (unit volume and revenue).


Findings based on real, (not claimed) behavior

Forecasting is based on behavior in a shopping environment, not claimed behavior. Results are calibrated using volumes for the existing SKUs

How Virtual Market works


  • 1

    Understand competitive context

    Across the respondents, we explore thousands of possible in-market scenarios to get to grips with the competitive landscape.

  • 2

    Build a base case

    We then build a base case that represents the current market. This is calibrated to in-market unit volumes.

  • 3


    What happens if you add a new SKU or multiple SKUs? What happens is you remove SKUs? What happens if you change your pack size or your price?

  • 4


    We can run optimization analysis that looks at every possible scenario and represents a strategy that maximizes your volume, units, revenue or profitability.

  • 5


    All results are reported as forecasts of units, dollars and profitability. So you have research results that are loved by finance, sales, procurement, and retailers.