Immersive market research

Immersive research techniques allow researchers to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment they experience them.

Immersive market research

Emma Macdonald and Hugh WilsonCranfield School of Management

Professor Hugh Wilson and Dr Emma Macdonald describe when and how to use immersive techniques for understanding customers.

Disney, research showed it hadn't considered the needs of blended families

Immersive research techniques allow researchers to capture behaviours, emotions and cognitive perceptions of individuals in context at the moment where the individual experiences them. They are needed when one or more of the following conditions is met.

  • When you need to understand the customer's use situation. When do customers use our products and services? How do they use them?...

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WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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