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March 9, 2021
Today on RBDR: NailBiter Vice President Katie Egge details for the benefit of researchers the differences between widely familiar Virtual Reality and less familiar Augmented Reality.
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Hi Bob – Katie’s summary of Virtual Reality is off a bit. You do not need a headset to make VR work; indeed, we usually recommend against it. VR has not struggled to find widespread adoption – we’ve run many tests with each of the major packaging goods companies over the years. Yes, it serves specific research needs so we might consider it a niche product, but the niche is much larger than she presumes. Her arguments about being in the moment are specious – once you interrupt someone’s shopping to ask questions, you’ve altered the moment; it’s the Heisenberg principle. The stimuli need not be costly, nor does it take a long time to execute – most of our studies take 2-4 weeks from proposal to final analysis.Testing planograms on a mobile phone is a terrible idea for any but the smallest of shelf sets.