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.
How virtual reality and augmented reality drive deeper insight.
Dr Alastair Goode's session at the Market Research Society's Methodology in Context conference examines the practice and implications of...
Dual reality and the power of VR to deliver realistic research results.
A frequent discussion point about using virtual reality in research is that VR isn’t actually real. The inference is that when people are immersed...
How augmented reality is transforming FMCG packaging research.
When a brand conducts research into packaging design, it needs to be as realistic as possible in order for respondents to provide realistic...
P&O showcase VR research at Market Research Society travel conference.
The Market Research Society's travel conference showcased the latest research and insight shaping the future of travel, transport and mobility. We...
Former CEO of LANSA Group appointed Chairman of Gorilla in the room.
Gorilla in the room has appointed Martin Fincham, the former CEO of global enterprise software company LANSA Group, as its chairman ahead of the...
Finalist at Retail Recharged 2018.
Great to be a Finalist at Retail Recharged 2018 and contribute to the debate around new technology in the retail sector. Sponsored by PwC, the event...
Talking about VR and behavioural economics at The Association for Qualitative Research.
Dr Alastair Goode's talk at the AQR this morning outlined that, whilst behavioural economics is becoming an essential part of the researcher's...
VR research and the importance of being present.
We meet a lot of people to discuss the immersive benefits of virtual reality in research. In the first meeting prior to our demo session, someone...
Update to the original Gorilla in the room experiment.
Our company's name is based on an experiment by two Harvard professors who won a Nobel Prize for proving 'inattentive blindness'. This updated...
UK immersive technology economy worth £1bn in 2018.
Today sees the launch of the Immersive Economy in the UK Report, which defines the scale, nature and economic value of immersive technology like...
Best Research Project Initiative at The Connies.
Great to attend 'The Connies' and win a VR market research award with the judges recognising our groundbreaking project with the Royal Shakespeare...
How brands can predict sales with VR/AR market research.
Virtual reality (VR) and augmented reality (AR) are transforming market research to help marketers increase sales. From new product development to...