Researching in-store, at home: Using virtual reality within quantitative surveys

Ian Bramley, Alastair Goode, Laura Anderson and Elisabeth Mary 

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Introduction

The worldwide penetration of virtual reality hardware is expected to grow from 9.6 million in 2016 to 64.8 million by 2020 (International Data Corporation [IDC] report, 2016), and virtual reality is already making a significant impact within a number of different sectors, including retail, entertainment, automotive, and health care.

However, the use of virtual reality in commercial research is still very much in its infancy and despite increasing industry interest, there is little available evidence as to its benefits. Consequently, we decided to run a trial project to understand how virtual reality could be incorporated into a quantitative research...

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