Researchers spend much of their time exploring the future in collaboration with consumers and idea creators. From product concepts to environmental experiences to communication ideas, we work to understand how people react to these new creations and how to improve upon them.
With the advent of virtual reality, we now have the ability to send people into worlds where they can experience these new ideas in more realistic settings. In VR, consumers can more authentically interact with these ideas, modify them, and explore how they would use them in their own lives.
Virtual reality, along with augmented reality and mixed reality, will soon have a powerful effect on many aspects of the research field. Researchers will be able to share experiences with consumers even though one may be at home in one country while the other is in her office in another country. Consumers will be able to manipulate and build concepts in collaboration with researchers and design teams. Clients will be more engaged as they observe and interact with their consumers in these virtual experiences.
I will be speaking about research and VR at the QRCA (Qualitative Research Consultants Association) annual worldwide conference in Phoenix on January 26. You can learn more about the conference at the link below or reach out to me if you would like to discuss the possibilities of VR and research.
More details about the conference: http://www.qrca.org/event/annconf2018