Market research gets a virtual spin (3/3ページ)

The computer models eliminated the need to build, say, 10 physical prototypes of a TV. Instead, the company would build 10 computer models, pick two, then build prototypes of those two TVs. That would help reduce the development costs.

The same is true of retail.

Companies will continue to test-market newly packaged products or new shelf displays at a few stores before rolling them out nationwide.

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