
Physical versus Virtual spaces? There are advantages to both. Physical spaces are harder to rearrange and remotely utilize. They do provide a tactile experience which can provide better engagement with participants. This is in part because they are similar to the bricks-and-mortar spaces they seek to model. So once an ideal solution is created it can be readily moved to actual store spaces for test.
Physical block models that don't attempt to model the scale of retail spaces, though less impressive, do also add a tactile engagement dimension.
Virtual spaces are easier to build and modify and once a library of spaces is created they can be retrieved and used to create experiments quickly. (example at the right is Kimberly-Clark's) They can also be readily linked to data and simulation models based on real data, further augmenting the potential engagement.
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