The Continuing Evolution of Shopper Research: Do We...

The Continuing Evolution of Shopper Research:

Do We Really Want Them to Wear Headsets?

OmniShopper Conference July 12, 2016

Rich Scamehorn, Chief Research Officer, InContext Solutions

Amy Hebard, Group Vice President – Insights, InContext Solutions.com

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It took years to get respondents off of headsets. Do we really want to go back to using them?

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Why VR Now? The quality is there!

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Why now?

Source: Google Trends

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Why now?

ShopifyMay 18, 2016

https://www.shopify.com/blog/117542085-why-virtual-reality-is-a-whole-lot-more-important-than-you-think

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Why now?

Fortune June 30, 2016

http://fortune.com/2016/06/30/nbc-samsung-olympics-virtual-reality/

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Why now?

Commercial Observer June 22, 2016

https://commercialobserver.com/2016/06/virtual-reality-is-about-to-take-a-big-leap-forward-in-architecture-design-and-marketing/

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Why now?

BI Intelligence June 13, 2016

http://www.businessinsider.com/shoppers-expect-virtual-reality-to-affect-how-they-shop-2016-6

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Why now?

Business 2 Community June 26, 2016

http://www.business2community.com/infographics/virtual-reality-next-big-business-frontier-infographic-01581469#BizjMkQ3Hqx3Kvb0.97

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Defining Basic Terms: Virtual vs. Augmented Reality

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TODAY’S FOCUS

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VR already goes broad and deep and will continue to expand to fields like Medicine and Education

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Travel

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Real Estate

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or Marketing and Brand Experiences

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The evolution of shopper research technology: in the beginning … there was face to face interviewing.

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Then along came mail surveys.

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Next, “new technology” meant interviews by telephone.

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Once upon a time (like 15 years ago), “new technology” meant online.

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Online 3D virtual research was the “new technology” 7 years ago.

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On to virtual shopper Research 2.0:

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Two potential respondents, in virtual shopper research 2.0:

Entry-level: Google Cardboard

Higher-end device: HTC Vive

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3 Ways to Use VR in Research – Today.

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3 Ways to Use VR in Research – Today.

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VR Roadmap: Step 1

At the Omnishopper Conference

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VR Roadmap: Step 2

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VR Roadmap: Step 3

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VR Roadmap: Step 4

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VR Roadmap: Step 5

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VR Roadmap: Step 6

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Recap

We raised the question at the start: do we really want them to wear headsets?

YES !!

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Recap

And now: it’s your turn.

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Thank You!