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360° immersion: Testing the reality of virtual experiences

Virtual reality (VR) is coming of age. Having initially brought new immersive experiences to gaming it is now being adopted across industry from travel to real estate.

VR’s promise for consumer insight is total immersion – to create virtual experiences so realistic that we feel and behave as though we’re in the real world. But do we? Understanding how virtual experiences reflect actual feelings and behaviour is crucial. We share some key learnings from our recent pioneering studies which assess the potential of VR to bring unique in-the-moment insights for shopper experiences, product testing and more.

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