Newsroom
Gorilla in the room is the market-leading mobile technology for product innovation. We’re pioneering AR products and VR stores in new product development and consumer research so we’re glad to have you along for the journey. If our AR, VR, behavioural science and market research news, insight and case studies prompt a question, we’re here to help get you started.
The Say-Do gap in research: expectation effect illustrated by the Queen’s head
Behavioural Science tells us that people simply aren't aware of the internal workings of their brain which has an unhelpful tendency to expect...
The Say-Do gap in research: Where we do research (Think of your favourite album)
There is an uncomfortable truth about market research, people don’t do what they say they do. Behavioural science tells us we are poor witnesses to...
Mobile VR supermarket demo for shelf and point of sale research
Our VR stores immerse respondents in realistic supermarket experiences by simply placing their mobile phone in a low cost VR viewer. The sense of...
The Say-Do gap in research: Why your brain is like one of Hannibal’s elephants
Thinking around Behavioural Economics is very popular, with decisions made via System 2 a ‘cognitive conscious process’ and System 1 an 'intuitive...
Mobile AR Swiffer demo for new product research and development
P&G's Swiffer took a lot of new product development resource to design, develop and successfully launch in market. Physical prototypes have time...
The Say-Do gap in research: What can modern art teaches us about market research
In the first of a series of vlogs, we explain 'why answers are not always the answer' in market research through the unusual lens of modern art. The...
New AR/VR book features our consumer research case studies
Reality Check (a new book by the Head of AR/VR at PwC) has just been published and features our work in consumer research. It’s highly recommended...
New research shows growth of AR/VR in last six months
30% of people had AR/VR experience in last six months The global pandemic has limited physical interactions in the real world and new research...
Pioneering research into the effectiveness of VR
Sign-up for Immersion 2021 (29th-30th October) to hear from industry experts on the future of AR and VR and learn more about our research into how...
Innovation of the year award nomination 2020
Gorilla in the room and the lovely people at InSites Consulting are Market Research Society (MRS) Innovation Of The Year finalists with a genuinely...
New product development never looked so good
New product innovation never looked so good. NPD stakeholders test interactive 3D AR products in the real world to validate design features and...
Register for the Essential Guide to AR as a NPD tool
Register now for the Essential Guide to AR as a New Product Development tool in market research. The webinar will show you how to use 3D...