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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
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