Adele Gritten - Cutting Edge of NewMR 2015
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The document discusses how virtual reality can be used for marketing research and media. It notes that Lieberman Research Worldwide (LRW) has been a pioneer in using VR for research purposes since 2013. The key benefits outlined are that VR allows researchers to immerse participants in simulated real-world experiences, including experiences that may not be possible in reality, in order to obtain more authentic responses. Some specific applications mentioned include product testing, customer experience modeling, menu design testing, and store/restaurant design evaluation.
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Adele Gritten - Cutting Edge of NewMR 2015
- 1. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard Using Virtual Reality in Market Research Adele GriBen LRW 22 September 2015
- 2. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Virtual Reality The Next Game Changer for Media, Marke<ng & Marke<ng Research & the World! Adele GriBen The contents of this document are the sole property of Lieberman Research Worldwide.
- 3. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 *2014 Greenbook Research Industry Trends Report LRW has a 40+ year heritage conduc<ng market research for some of the biggest brands in the world. Our groundbreaking work uncovering consumers’ nonconscious and emoLons led to LRW’s formaLon of the PragmaLc Brain Science InsLtute® and recogniLon as one of the most innovaLve companies in market research* Through our work in PragmaLc Brain Science, we met leading experts and academics in Virtual Reality, and realized the power of this technology to transform the way we thought about market research.
- 4. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 VR is NOW… not the future
- 5. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 2015 Last Year
- 6. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 How did LRW get in to VR?
- 7. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Brand Proteus®was LRW’s first venture crea<ng VR environments for market research purposes (2013-‐2014)
- 8. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 How can we use VR in Market Research? What are the benefits?
- 9. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Use Virtual Reality to Get Closer to Real-‐World Experiences, Without Real-‐World Barriers. • Immerse consumers into the world you’re tesLng, or use a virtual world to capture informaLon that is impracLcal or impossible with tradiLonal techniques. • While Virtual Reality is not ideal for all situaLons or studies, it is a very powerful tool for circumstances where replicaLng experience is imperaLve, or where tradiLonal methods are cost-‐prohibiLve, take too much Lme, or don’t capture the full picture. VR also enables experiences that don’t exist in the real world. Virtual Reality TradiLonal research Real-‐world experiences
- 10. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 We can take consumers ANYWHERE you can imagine
- 11. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Immersive nature increases authen<city of responses
- 12. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Significant Poten<al for Menu/Signage Op<miza<on/Pricing Studies
- 13. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 New Product Concept Tes<ng
- 14. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Customer Experience Model Tes<ng
- 15. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 h)p://video.cnbc.com/gallery/?video=3000384968 LRW’ s First Live VR Project for Financial Services
- 16. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Bring parLcipants to any environment you can imagine and switch out any element at the touch of a bu)on (e.g., décor, queue design, store layout, interior/exterior architecture). STORE/ RESTAURANT DESIGN Useful for high-‐priced durables, high-‐risk goods; test products that are otherwise expensive to mock up, need real-‐world consumer experiences to understand, or require context (e.g., expensive new technology). NEW PRODUCT TESTING Bring new vehicle designs to people and allow them to test drive or evaluate new designs and technology, without having to build a prototype or ship models to key markets. CAR CLINICS/ TEST DRIVES Build out virtual stores and change pricing, layout, in-‐store signage, POP cues, menu communicaLons, and shelf design in a more authenLc decision-‐making environment, sLmulaLng nonconscious and emoLonal cues. STORE/SHELF OPTIMIZATION & COMMUNICATIONS Test consumer experience/saLsfacLon by tesLng a variety of customer service models, environments and transacLons in a realisLc and interacLve sedng. CUSTOMER SERVICE STUDIES Test pricing in a more real-‐to-‐life sedng to incorporate less raLonal elements of purchase decision making, or to test prices for newer/disrupLve products that require consumer experience to gauge interest. PRICING STUDIES Provide be)er measures of brand strength and brand associaLons, parLcularly where the non-‐conscious or emoLons come into play. BRAND STUDIES Summary of Example Research Applica<ons:
- 17. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Alongside the MR bit, VR can be used to enact real behavioural change…. Making the World a BeBer Place?
- 18. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015
- 19. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Summary of the Ini<al Applica<ons We Are Exploring: The possibiliLes of making the world a be)er place are endless. Improving Customer Service Team Building/Team Development PresentaLon Skill Building Management Skill Building Public Speaking Diversity/Harassment SensiLvity Training LEADERSHIP/ PERSONAL DEVELOPMENT Weight Loss & Healthier EaLng Pain Management Increased Exercise Habits Smoking CessaLon. Drug/Alcohol Recovery EaLng Disorder/Body Image Treatment Chemo Therapy Treatment Wellness/Reducing Sick Days PTSD Treatment HEALTH Remote Learning EducaLon in Developing Countries Telemedicine EDUCATION PromoLng Saving Debt ReducLon Responsible Use of Credit FINANCIAL SERVICES PromoLng Tolerance Environmentalism/ConservaLon SOCIAL IMPACT Worker Safety Training Drivers Safety Reducing TexLng While Driving Ergonomics RISK MANAGEMENT Product Development Adventurous Experiences Central LocaLon MarkeLng/PromoLonal Experiences or Events MARKETING
- 20. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Adele GriBen LRW Europe Managing Director, Europe agri)en@LRWonline.com 0203 551 7073 1, Heathcock Court, 415, Strand, London, WC2R 0NT UK www.LRWonline.com For More Informa<on:
- 21. Virtual Reality. The Next Game Changer for Media, Marke<ng & Marke<ng Research Adele Gri)en, LRW, UK, September 2015 Q & A #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard Sue York Adele Gri)en LRW