Does Life-Size VR
Replicate Real-World Testing?
Written for marketing insights professionals in CPG and retail, we wanted to answer the question, “how realistic is online VR and how does it compare to life-sized virtual reality?”
This “research on research” compares a real shelf with life-sized virtual reality as well as an online shelf.
What we found was Virtual Reality and the Real Shelf had similar shopper behavior including:
- Purchases by brand
- Time spent shopping
- Average number of units purchased
- Viewing patterns were similar for Virtual Reality and the Real shelf
For the online shelf, we saw differences in purchases, viewing patterns and time spent shopping.