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One of the top-grossing Hollywood film of 2018 – Ready Player One –showcases the world in as recent a future as 2045, shows how most of the humanity uses the virtual reality software OASIS to engage in life, socializing, work and play. Despite its being a futuristic film, the scenario seems very plausible and likely.

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Taking consumer research to the next level, immersive technologies are now being used to explore the effects of contextual cues on product recall, product evaluation time, and preferences and likings during consumer testing. Subjects selected for testing are taken in the VR-simulated, product contextual milieus of department stores, or any location of product placement, and with the information and data generated, marketers are able to get the best possible understanding for their brands which was difficult to simulate with traditional consumer research.

The results from various studies show that the inclusion of relevant contextual information and placement in a virtual sensory testing booth through immersive techniques made it significantly more engaging for a consumer than traditional consumer research.

VR and AR have arrived, and it is just a matter of time before they become the new ‘reality’ for marketing, advertising and consumer research.