The use of VR in shopper research

Sam Peña-Taylor

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.

System 1, formerly Brainjuicer, adheres to the thinking of the godfather of behavioural economics, Daniel Kahneman, about how humans make decisions. Orlando Wood, Chief Innovation Officer of System 1 Group, told the audience at WARC's New Tech in Marketing event (London, October 2017) put it neatly. Key to behavioural science, he said, is that "we think much less than we think we think."

Three key elements make up what Kahneman termed System One thinking. First, our decisions are formed by gradual learning over a long period of time, which allows us to make decisions quickly. Second, emotions guide us; they...

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