Our partnership with Populus Data Solutions has heralded the research industry's first VR panel. It represents a step change in qualitative research as studies can now be scaled to a quantitative sample to provide more reliable data.
Consumer research, as an industry, struggles to predict purchase behaviour as respondents are increasingly disengaged with online research and studies are frequently conducted out of context. We increase respondent engagement with contextual, real world stimulus, so marketers have better predictions about purchase decisions.
Our inaugural project for O2 tested different retail environments with 400 respondents using their mobile and VR headset to view 360 videos of the store. In-store displays and messaging where altered using CGI so we could test different versions of the video against 5 research segments. More details in our Admap paper published in a few days.
“The launch and success of the Populus Data Solutions VR panel is a huge step forward in the industry” said Patrick Diamond, MD of Populus Data Solutions. “By incorporating virtual reality within an online survey, we can put respondents into an immersive environment that is likely to give a better prediction of their real world behaviour”.
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