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Game & virtual reality research

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Article

VR is not just another medium through which to serve ads; in a study for US confectionery brand Hershey's, VR was used to simulate shopper situations.

Research Paper

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Research Paper

This article describes research carried out with mobile operator O2 to establish whether VR is practical within quantitative research and whether it could produce meaningful data.

Article

This article previews a series of articles about how brands are using Artificial Intelligence, Augmented Reality and Virtual Reality, with tangible business results.

Research Paper

This paper describes how the research industry can use Virtual Reality (VR) simulations to produce and predict effective shopper marketing activations, using an example from Hershey's.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

Research Paper

This paper reports the findings of a study by beer brand Heineken exploring whether beer-food pairings, as predicted by big data machine-learning algorithms, are successful when tasted by real consumers in France and the US.

Research Paper

This paper explains how Coca-Cola Japan, the soft drinks company, used innovative methodologies and a virtual experience technology to develop a new serving model for the freshly-brewed 'authentic' coffee it offers in convenience stores (CVS).

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

NEW YORK: Creating “captivating and compelling” experiences is a more potent way for brands to achieve viral effects for online games than offering incentives for sharing, according to a study published in the Journal of Advertising ...

Research Paper

To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.

Research Paper

This paper examines how Coca-Cola Japan used virtual prototypes of new coffee-dispensing vending machines to gain insights into consumer mindsets and test new ideas at scale.

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.