Beyond the hype: Virtual reality as a campaign game changer for Shell

Jim Mott and Peter Thomas

A case study for Shell, the oil and gas production company, shows how virtual reality (VR) is unique in its ability to provide 'presence' and immersion in the social dynamics of an environment.

Introduction

This paper argues that virtual reality technology (henceforth VR), far from being a mere flash-in-the-pan, represents a new story telling logic that has deep implications for the way in which qualitative research is conducted. In short, VR presents us with the ability to generate more profoundly immersive experiences for our clients than ever before, although at a cost of surrendering the control and voice of authority to which we have been accustomed.

Using our work with Shell Global Consumer Insights as an example we suggest that surrendering some control is a price worth paying for the impact VR technology...

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