A recent study published by Digital Catapult highlights the need for a better way to monitor emotional response in VR market research. There is no doubt that VR can revolutionise market research for products and experiences with a high emotional connection such as vehicles, apparel or retail. Until now the solutions have lacked the accuracy required, Emteq is pioneering the measurement of affect, engagement and arousal in VR. We are currently trialling a prototype device that can be inserted into a VR headset, contact us for more information firstname.lastname@example.org
Using questionnaires and interviews for market research is subject to bias and often fails to capture the emotions that were felt at the time. VR brings a fresh angle to market research by immersing people into the product they are exploring. As opposed to looking at images of a car prototype, VR can be used to literally put people in the driving seat – or at least feel as though they are.