Client Results

Virtual Reality in Market Research

Accounting for Customer-Driven Innovation

The client, a leading tax preparation service, wanted to explore how to reinvent its brick-and-mortar customer experience. But testing new physical spaces would potentially involve multiple iterations and a whole lot of money. It sought out innovative ways to more efficiently test concepts in a way that wouldn’t feel so… taxing.

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.

Vision of the Future

Vision of the Future

Applied exciting tech solutions to a relatively traditional category

Smart Saves

Smart $$, Saves $$

Tech-driven approach cost a fraction of a physical test store approach

Value of Efficiency

Value of Efficiency

Delivered fast results through more controlled and more flexible testing iterations

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