Exploring new technology to revolutionize traditional market research methods
Following up on a strategic segmentation study to identify priority customer segments, the client asked us to help them reimagine their in-office experience, in terms of both interior design and customer interactions. Instead of big investments in physical mock-ups or test store remodels, we advised the client to make a comparatively smaller investment using immersive virtual reality (VR) experiences. Through this pioneering method we could facilitate and alter in-store environments in which respondents could explore and share their feedback.
The project included a qualitative component, with discussion and inquiry around all aspects of the customer experience. We then augmented the work with quantitative analysis, using pre- and post-VR experience surveys, as well as “within-VR” measures of movement and attention. The findings were used to inform important CX and interior design decisions which have been rolled out nationally.
