John Milby
Founder, CEO
John was a pioneer in bringing virtual research to the forefront for Procter & Gamble. His final assignment led to a company wide application of full scale virtual shopping research, where his guiding principal was “consumers will know it when they see it; the challenge is to remove the limitations on what we can show them. Virtual packaging and shelf design is the path to our future.” 

John far exceeded all expectations for the virtual research capability he designed, led, and delivered for P&G; he attributes a lot of that success to the partnerships he formed to provide key technology and service elements. FS-VR has been formed around those very same partnerships. Today he offers his full network and their unparalleled capability to deliver winning at the “First Moment of Truth”. Make FMOT a key strategy for your business strategy.


“consumers will know it when they see it; the challenge is to remove the limitations on what we can show them. Virtual packaging and shelf design is the path to our future.”

About Us

Full Scale Virtual Research (FS-VR) brings a full service research capability to guide you to winning at the shelf. Co-founder, and CEO John Milby, has 30+ years of experience developing products and packaging. His accomplishments range from identifying a new product entry that achieved double digit market share in the first year, to identifying a patented packaging improvement that achieved double digit volume growth for a billion dollar brand.