Testing FMCG innovations: experimental real store versus virtual

Purpose – In order to cope with the challenge of developing successful fast moving consumer goods (FMCG) innovations, market research vendors offer several methodologies to test concepts. The purpose of this article is to examine the discrepancy between the well-established experimental real store methodology and the most recent of these alternative methodologies that is the virtual store. Design/methodology/approach – A parallel testing of a new adult cereal was conducted in France with 200 shoppers in each store. Findings – Results show that all attitudinal measurements are similar in terms of cognition and conation, but affect and behavior cannot be compared across both methodologies. In conclusion, virtual store testing is a new method that does not exactly fit with one of the previous. Research limitations/implications – The study is limited to a single product and should be generalized to more product categories. Practical implications – Virtual store should be used carefully in order to take capital expenditure decisions. It generates different attitudes and behaviors, but more research is needed in order to debate on predictability. Originality/value – With the emergence of virtual stores to test FMCG innovations, this paper is of high value for practitioners who have to proceed to several tests, with different objectives, before a product launch.