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Ludovic Depoortere@needle_finderVirtual reality meets sensory research

REWARD VALUEWhy is context so important?

COLOURSOUNDSIGHTSHAPEPERCEPTION

PHYSIOLOGICALREACTION

EMOTIONSYNESTHESIA

LikingLearningWantingBehaviourMemory encoding

If you want to understand how the lion hunts

Dont go to the zoo!

Contextual market research

A shift in sensory & product researchMarketers are becoming increasingly aware of the importance of brand distinctiveness.Coherent and consistent usage of distinctive sensory cues uniquely attributed to the brand, and prevalent for the category.

Virtual reality for Sensory and Shopper research

Step 1360filming of the environment

Step 2Make the movie smartphone VR proof

Step 3The research variables are added digital

Step 4Question are projected on the screen

Result?Very quick insights of the effect of your choices measured in context

Product testing Work in progressLong traditionsR&D and MarketingRepresent the consumer experience

Product experiences are never neutralSimplified = watered downAmplify the voice of consumerRichness of experiences = richness of feedback

The power of control WOW effect easily managedThe feeling of being thereAn actively engaging experienceSimple logistics

Next generation of product test

VR contextualization brings enjoyment to the fore

Purchase intent73%85%Too bitter32%16%Too sour22%12%Refreshing34%48%Conviviality3%14%

When considering VR?CONTEXTSEASONALITYpositioning

WHATS NEXT?

connected sensors by 2020US $ 300Billion incremental revenue by 2020Gartner40.9billionconnected devices by 2020155millionconnected cars by 2020100millionconnected light bulbs by 2020+1trillion2.5billionsmartphones by 2020$12billionwearable market size by 2020

Reach consumers in-the-moment1

Enrich your data2

Go beyond liking3

All along your R&D process

EXPLORE[ IDEA GENERATION ]CREATE[ IDEA MODELING ]

IMPLEMENT[ EXECUTE & FRAME ]

MONITOR[ TRACK PERFORMANCE ]

CONSUMERS-CONNECT (ethnographic research, U&A tracking, expert interviews,)CONCEPTUALIZATION (creative online sessions, concept test modules,)360 concept-product test(concept validation, product validation, concept-product test, price sensitivity,)AD-HOC RESEARCH (tracker, in-context product evaluation,)1234

Keep it interactive!Keep it short!Keep it fun!Keep it easy!Be consumer centric!5 Golden Rules for VR Sensory Research

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Thank you!Ludovic Depoortere@needle_finder