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A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
A	New	Reality:		
AR	and	VR	in	Research	
Ma5	Gibbs	
Painted	Dog	Research
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Se=ng	the	Scene:	
The	AutomaAon	Debate	
AutomaAon	oBen	means	a	computer	being	set	to	do	a	
human’s	job.		
Typically	in	a	faster	and	more	regulated	way.	
With	no	small	credit	to	the	NewMR	series	on	Automa@on!
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
AutomaAon	&	Data	CollecAon	
	
F2F	&	Postal	 Telephone	 Online! Mobile	
Automates	the	
need	for	human	
travel,		
in-person	
engagement,	and	
postal	admin.		
Automates	the	
interviewer	
interac@on	and	
data	entry.	
No	more	respondent	
effort	to	get	to	a	
researching	portal.
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
The	Impact:	AutomaAng	CollecAon	
•  As	technology	
advances,	
established	
methods	can	get	a	
shot	in	the	arm	
•  At	every	transi@on,	
skills	need	to	be	
transferred	or	it	is	
oNen	our	colleagues	
who	can	lose	out.
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
The	Current	PlaKorm	ShiB!	
Augmented	Reality	
Virtual	Reality	
Quantum	Processing	
AI	&	Machine	Learning
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
We	are	not	the	Innovators!	
InvenAon	
Telephone
Computing Technology
Packet Switching > WWW
Infrastructure	
Metal-wire network (POTS!)
Physical data network
WiFi / mobile network
DistribuAon	
Landline
Home/Work Computer
Mobile Devices
POTS	=	Plain	Old	Telephone	Service	
MR	Technique	
CATI
Online
In-The-Moment
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Applying	Today’s	Tech	for	AR	&	VR	
InvenAon	
Processing power
ZERO UI
SLAM Tech
Infrastructure	
WiFi networks
3G / 4G coverage
DistribuAon	
Mobile Devices
Google Cardboard
MR	Technique
Augmented Reality
Virtual Reality
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
What	Is	Augmented	Reality?	
•  A	live	view	the	real-world	where	elements	are	
augmented	by	computer-generated	sensory	
input,	such	as	sounds	and	visuals.	
h5ps://en.wikipedia.org/wiki/Augmented_reality
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
What	does	AR	mean	for	researchers?	
•  We	can	overlay	data-rich	informa@on	on	what	
users	see	and	hear.			
•  We	can	manipulate	that	informa@on,	and	
record	how	users	interact.	
h5ps://en.wikipedia.org/wiki/Augmented_reality
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
ApplicaAons	for	MR	
In-Home	Review
Planning	&	Property Shopping	Diaries
Premium	Product	Placement
h5ps://play.google.com/store/apps/details?id=com.bmw.bmwivisualiser&hl=en_GB		h5p://www.jamesdearsley.co.uk/latest_augmented_reality_examples_real_estate/
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
•  Uptake	of	AR	could	put	intercepts	at	the	
cuXng-edge	of	our	industry.	
MR	Jobs:	Not	Always	One	Way		
•  Tradi@onal	interviewing	has	oNen	been	
replaced	by	automated	processes.
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
What	Is	Virtual	Reality?	
•  AR	enhances	a	user’s	percep@on	of	reality,	
whereas	Virtual	Reality	replaces	the	real	world	
with	a	simulated	one.	
h5ps://en.wikipedia.org/wiki/Augmented_reality
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
ApplicaAons	for	MR	
Full	Immersion	VR 360-Video	&	Virtual	Journey
Respondent at VR location
Head-set, sensors, hand controllers
Walk around experience
Pick up items, put in basket etc.
See self in environment
In-depth qualitative feedback
Respondent uses own device
Gaze control interaction
Static & multi points of view
Digitally change elements within 360-video
In-VR stats feedback
Integrated within survey platform
SpcaeLab:	h5ps://www.youtube.com/watch?v=CG7tZH1QWfs	
360	video:	h5ps://www.youtube.com/watch?v=hb2uQ_Dw00I
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Case	Study:	O2	Point	Of	Sale	
ObjecAves	
Develop a more eye-
catching point of sale
proposition in stores.
Understand how to clearly,
and immediately, convey
what the product is and
what the benefits are.
Challenges	
Mocking up the physical
retail environment would
be too costly, time
consuming and
problematic to test at the
required scale.
Alternative 2D images of a
3D space isn't optimal.
Method	
	
An	intui@ve	mobile	
research	solu@on	
which	integrates	
Virtual	Reality	into	
an	MR	survey.	
h5p://www.gorillaitr.com/blog
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Case	Study:	Overview	of	Method	
VR	
1	
MR	
Survey	
Post	VR	
Survey	
Link	
VR	
3	
VR	
4	
VR	
5	
VR	
2	
Sample	
n=400	
h5ps://www.youtube.com/watch?v=vtT5JiwK5g4
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
60	second	video	filmed	on	loca@on	at	an	O2	
store	with	the	current	POS.	
	
360	camera	set	in	a	fixed	posi@on.		
	
POS	digitally	altered	to	create	5	versions.		All	
other	store	factors	are	consistent.	
	
Case	Study:	VR	experience	
ANer	a	brief	intro	sequence,	respondents	
experience	the	store	as	they	would	onsite.	
	
The	O2	radio	sta@on	is	playing	in	the	VR	
headset,	staff	and	customers	in	store.	
	
MR	survey	responses	based	on	a	more	
realis@c	experience.
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Why	bother	with	VR?	
Seems	like	a	lot	of	effort	right?	
h5ps://en.wikipedia.org/wiki/Augmented_reality
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Context		
Think	of	one	of	your	most	favourite	albums	
			
…track	6,	26secs	in,	what’s	the	lyric?	
			
Now	place	yourself	in	the	context	of	the	experience	
			
Analogy	courtesy	of	Dr	Alistair	Goode	(2017)	
ACDC	–	Back	In	Black	(16	seconds	edited	and	used	under	Fair	Use	provision	of	the	Copyright	Act)		
The	brain	is	a	‘what	happens	next’	predictor
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Context	
•  VR	immerses	us	in	a	more	real-world	context,	
and	tricks	the	brain	into	reac@ng	with	its	core	
‘predic@on	engine’	func@on.	
Courtesy	of	Dr	Alistair	Goode	(2017)	
The	Result:	
More	RealisAc	Responses
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Respondent	Engagement	
“Thank	you	for	a	great	experience.	It	
was	very	cool	to	do	something	new.	I’ll	
look	forward	to	the	next	survey”	
68
75
88Interested	in	doing	VR	
surveys	in	the	future	
More	fun	to	do	a	
Survey	with	VR	
It’s	easy	to	use	the	
cardboard	headset	
“I	liked	the	whole	experience,	enjoyed	
every	second	of	it.”	
“Brilliant	survey	and	very	different”	
%	Agree	
h5p://www.gorillaitr.com/blog
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Industry	ImplicaAons	
Self	reporAng	is	not	always	accurate	
Mental	reconstrucAon	of	an	experience		
Judgments	based	on	reduced	informaAon	
Respondent	faAgue	
More	RealisAc	&	Contextualised	Responses	
Qual	insight	at	Quant	level	
Improved	ROI	
Immersion	&	Engagement	
Challenges	 New	VR	method
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Will	AR	&	VR	be	the	standard	method?	
Wall	Street	(Oliver	Stone),	1987	
…this	used	to	be	a	
bit	weird	too!	
(the	phone)
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
How	to	glimpse	the	future	of	MR?		
Explore	what’s	being	invented	now!	
InvenAon	
Processing power
ZERO UI
SLAM Tech Infrastructure	
WiFi networks
3G / 4G coverage
DistribuAon	
Mobile Devices
Google Cardboard
Visors & Headsets
MR	Technique
AR Product Placement
In-survey VR 360-Video
AR Shopping Diaries
AR Intercepts
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
This	is	the	future	of	Mixed	Reality!	
h5ps://www.neuralink.com/	
h5p://uk.businessinsider.com/r-elon-musk-on-mission-to-link-human-brains-with-computers-in-4-yrs-report-2017-4	
Developing ultra high bandwidth brain-
machine interfaces to connect humans
and computers…within 4 years!
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
SIX	reasons	to	be	excited	about	
Neuraresearch!	
Two-Way Data Flow
Stream what we see, smell, hear, taste and touch
into a new form of data collection platform.
Try Before You Buy
Today we sample a snippet of music.
Tomorrow we’ll taste restaurant menus, smell
perfume and feel the fibre of the fabric.
No More Quant vs. Qual
Super-Qual level info at Quant level sample sizes.
Analysis Via AI & Machine Learning
Impossible for one human brain to comprehend.
AI and Quantum Processing will be part of the
standard researching process.
New Forms of Presentation
AV-TST? Audio-Visual-Taste-Smell-Touch
Limited purely by your imagination!
Neura-CATI
Computer Assisted Telepathic Interviewing.
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Thank	You!	
	
Hunt Smarter.
Painted Dog ResearchContact Matt Gibbs – Data Tech Director
E matt@painteddogresearch.com
Perth, WA +61 8 9227 6464
Bristol, UK +44 117 939 3292
W painteddogresearch.com
LI linkedin.com/in/gibbsmatthew
A	New	Reality:	AR	and	VR	in	Research	
Ma5	Gibbs,	Painted	Dog	Research	
	
	
Maximizing
Mobile
Q	&	A	
Ma5	Gibbs	
Painted	Dog	Research	
Sue	York	
The	Handbook	of	
Mobile	Market	Research

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