Research in the Metaverse: Connecting with consumers using AR

Michelle Niedziela, PhD

Looks at how HCD Research investigated how to conduct more authentic, insightful research, by entering consumers’ lives, habits and natural environments.

Introduction

From computers to mobile devices, screens are embedded in our society and will continue to be one of the lenses through which consumers engage with a large portion of their lives. When people talk about the metaverse, they are generally referring to the futuristic world that both media and industry have always promised us. In this futuristic world, people interact in a virtual environment with digital representations of other people, places and experiences. However: really, we are already there.

There is currently a digital revolution where digital technologies, from smart devices to the internet, are not only...

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