There are all kinds of data points that you can pull from a VR shopper study, some of which you can’t pull from a live demonstration. Eye tracking and foot traffic will give some insight into shopper receptivity to certain displays and product groups. Furthermore, VR product interaction and purchase data show if consumers want to take the final step and convert during the simulation. All of these data points can be used to gain insight into a consumer's interpretation of a product category in your retail store.