Dr Ali Goode chaired a session today at Impact 2019, the Market Research Society’s annual conference in London, to find out how Augmented Reality gains deeper insight into consumer behaviour. This year’s conference theme, Augmented Insights for Future Growth, was a convenient platform for Gorilla in the room’s value proposition and we had great presentations from the panelists and a lively Q&A session.
It’s the first time the Market Research Society have included AR in their conference programme (following our VR papers at Impact 2018) and Ali put together a world class team of panelists:
Dr Carl Smith is Principal Research Fellow and Director of the Learning Technology Research Centre (LTRC) at Ravensbourne University London. Carl’s academic perspective of the human psychological experience was truly inspirational (mind-blowing in fact) and challenges our view of how technology will transform human behaviour in the future.
Greg Ivanov is Head of AR/VR/Lens Partnerships (EMEA) at Google and is pioneering immersive technology with consumers. Search engines, over the last 15 years, have provided unique insight into what people are interested in based on their keyword searches, however the platform shift to augmented reality and visual search will provide deeper insight into consumer behaviour in the next 15 years.
Jennie Roper is Head of Insight at Kinetic Worldwide (the outdoor advertising arm of WPP) and contributed a no-nonsense, practical perspective on how AR delivers richer insight on consumer behaviour to drive better results. Jennie has first-hand experience of using new immersive technology in consumer research and provided a refreshing perspective on its application and the value to WPP clients.
From AR product concepts to AR pack tests to AR shopper diaries, anyone can add Augmented Reality to their research project. If you ever wondered why AR benefits consumer research, how new mobile technology is transforming the industry and what the future holds – but couldn’t make the conference – drop us a line and we’ll happily chat over a coffee.
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