Virtual reality (VR) is an artificial, computer-generated simulation or recreation of a real-life environment or situation. It immerses the user by making them feel like they are experiencing the simulated reality first-hand, primarily by stimulating their vision and hearing.

What can it deliver?

  • Quick and efficient evaluation of existing or new pack concepts, designs and usability
  • Variable in-store experiences to test and understand how changes in store layout will affect sales
  • A deeper understanding as to the drivers and barriers of engaging audiences with VR in-home, and understanding their engagement with VR content
  • Projects are easily scalable across multiple, potentially hard-to-reach locations and markets where participants are immersed in tasks and scenarios simultaneously
  • A greater understanding of consumers’ emotional states while participating in tasks when combined with neurological and biometric monitoring
  • Transporting clients to their consumers – have them feel the research
  • Participants can be immersed in scenarios that are difficult to replicate in real-life, such as overcoming fears, or being transported to the bottom of the ocean

Who do I contact?

Richard Garnham
richard.garnham@ipsos.com
+44 7870 855279

Case studies

Using virtual reality (VR) to optimise a new store concept

Understanding VR usage in homes across the UK, BBC

Understanding emotional engagement across different media, Royal Shakespeare Company

Impact of pack design on purchase intent