“Researchers can fully control and manipulate various factors such as food prices, food labels, and promotions.”
Dr Waterlander led a validation study to test the virtual supermarket that was recently published in the international scientific Journal of Medical Internet Research.
The virtual supermarket simulates a real shopping experience and was designed using the Auckland branch of a market leading supermarket as a model. It includes a representative selection of products comparable to what is normally available in a New Zealand supermarket (totalling 1,445 unique products).
In the recent validation study 123 New Zealand adults completed three shopping trips in the virtual supermarket during three consecutive weeks and collected their real life grocery till receipts for that same period.
“We found that shopping patterns in the virtual supermarket were comparable to those in real life and that, overall, the virtual supermarket is a valid tool to measure food purchasing behaviour”, says Dr Waterlander.
The four food groups ‘fruit and vegetables’, ‘dairy’, ‘meat and fish’ and ‘bread and bakery’ represented the largest purchase amounts both in the virtual and real supermarket.
“The study revealed some important opportunities to further improve the software with some important differences between virtual and real purchases shown for purchases in the food groups ‘fruits and vegetables’, ‘dairy’ and ‘snack foods’ and the researchers are working on improving the software for these groups,” says Dr Waterlander.
Some advantages of the research tool also include the ability of researchers to test interventions without the complexity or cost normally associated with undertaking such research.
Researchers can also retain their academic independence which is particularly relevant when testing interventions that might not be favoured by commercial parties, says Dr Waterlander.
For the study participants, there is also the convenience of completing the virtual supermarket shopping from the comfort of their own home.