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Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Article

This report discusses examples of how virtual reality and artificial intelligence are currently being used in consumer research and possible future directions.

News

NEW YORK: The recent use of virtual reality (VR) in marketing has been largely underwhelming and brands involved need ask themselves if they really need to be using it now, a new study says, while adding that it will be a game changer in the ...

News

LONDON: The coming year is likely to see many marketers investing in augmented reality (AR) and virtual reality (VR), but before they do so, they should consider how to measure benefits against objectives, according to a Warc report.

Opinion

About 2,500 year ago, Chinese military strategist Sun Tzu observed that "tactics without strategy is the noise before defeat".

Research Paper

This paper describes how Simplot, an Australian food manufacturer, combined virtual reality (VR) with ethnography to inform product development and communications.

Research Paper

This work investigates the effect of 3D product visualisation on online shopping behaviour. A virtual shopping interface with product categories projected in both 2D and 3D was developed and deployed.

Article

This report describes how and why Nestlé redesigned the packaging of its market-leading Gerber baby food and infant nutrition brand in the United States.

Research Paper

In this paper Matt Kleinschmit and Andrew Reid, of US firm Vision Critical, review the latest innovations in virtual testing technologies and applications, such as virtual shopping, virtual banking, virtual mailbox.

Research Paper

This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do.

Research Paper

In this paper first and new insights on mobile marketing effects are measured within the relevant context, a (virtual) shop, with two major important outcomes: first, a clear answer on whether mobile advertising is the effective advertising instrument of the future because one can reach the (potential) consumer within a specific context; second, for the first time insights of doing research in a virtual lab including practical do's and don’ts for researchers and a clear understanding of the (dis)advantages of a virtual lab as a research tool for companies.

Research Paper

While new product evaluation testing plays a pivotal role in the NPD process, there is little empirical evidence on the influence of the virtual testing environment on the evaluation results and the data quality.

Article

This paper provides an overview of the virtual reality industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Research Paper

This presentation will describe how the Shopper Insights function inside a globally active FMCG company has gained and accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been successfully disseminated in a company-wide communication effort using a new web-based knowledge-sharing video service.

Article

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of the effectiveness of virtual shopping.

Research Paper

All surveys inherently contain a potentially deadly flaw - the act of completing a survey does not mimic the true consumer decision-making process.

Research Paper

Previous research has shown that consumers are twice as receptive to communications while they are 'waiting' for something, such as a doctor's appointment.

Research Paper

This presentation discusses how to use Web 2.0 techniques to 'co-create' new products with consumers, rather than developing a product for them.

Research Paper

Over the last two years, online 'virtual worlds' - computer-based 3d simulated environments - have started to receive significant attention, with Second Life (SL) currently being the most prominent example, providing users with the means to inhabit this world using their avatars (a 3D character representing the user), and let avatars interact with each other via a range of technologies.

Article

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation.

Research Paper

With the inexorable progression of technological development, more and more technological solutions are gaining access to market research processes (e.g., online panels, mobile surveys).

Research Paper

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across four European countries without compromising the availability of local hero variants.

Research Paper

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and then ‘expanded’ using mathematical techniques to simulate a PeopleMeter/diary data base that matches the ‘currency’ survey/panel results.

Research Paper

Consumer insight has become the catchphrase of the new millennium in market research. This paper suggests that the emphasis on insight as opposed to research can produce shoddy research with poor insights.

Research Paper

This paper studies the effects that consumers’ adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e.