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.
Life isn’t 2D so consumer research shouldn’t be.
Products aren’t 2D so researching new packaging ideas using flat 2D images isn't going to yield realistic results. Show respondents new pack designs...
The place and plausibility illusion in AR consumer research.
The capacity for augmented reality to prompt real behaviour in AR consumer research is always a joy to experience. Engaging respondents with 3D...
Interview with Packaging Europe about the future of AR.
In a special Augmented Reality edition of Packaging Europe, editor Libby White interviews Jonathan Barrowman (CEO of Gorilla in the room) about the...
Beware of snake oil sellers when trying to measure System 1.
Dr Ali Goode's contribution to the debate was featured on Research Live alongside our friends at Simpson Carpenter. Daniel Kahneman’s fast and slow...
WARC paper: optimising emotional responses to advertising using VR research.
WPP media company Kinetic turned to the Mere Exposure Effect and Gorilla in the room's VR technology to gain a better understanding of how to apply...
The uncanny valley of using CGI humans in consumer research.
Virtual reality (VR) enables researchers to replicate real world situations to accurately measure consumer purchase behaviour. Whilst 360 video...
How augmented reality gains deeper insight in consumer research.
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...
The debate about 360 video being virtual reality is all in the mind.
A longstanding debate within the tech community is that 360 video isn’t really VR. The argument - in one corner - is fully interactive CGI...
Integrating eye tracking into VR consumer research.
We’re often asked about virtual reality (VR) with integrated eye tracking and have, only recently, started recommending it to customers. News from...
Gorilla in the room shortlisted as most innovative tech start-up in UK.
Tech Nation, the UK Government initiative to drive economic growth through technology innovation, has shortlisted Gorilla in the room as a Rising...
Merry Christmas / Happy Holidays from everyone at Gorilla in the room.
Augmenting products is definitely easier than wrapping them. Download our 3D augmented reality cracker from the App Store or Google Play and impress...
Behavioural science + virtual reality = transformative results for advertising.
One of our clients, Jennie Roper at Kinetic, shares highlights of our work with Kinetic and the Outdoor advertising industry. Dr Alastair Goode's...