Iterative Design and Testing (IDAT) is an innovative methodology that allows clients to test 3-dimensional life size concepts with real shoppers. All aspects of a concept can be tested to gauge customer reactions, altered in real-time, and retested to get immediate consumer feedback. IDAT helps determine the right concept in days instead of weeks or months.

Recruited shoppers are able to interact with full-size virtual concepts in WDs Retail Theater. Immersing the consumer along the path-to-purchase allows each session to unlock key understandings, from aisle traffic drivers to increased conversion at the shelf.