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
  • 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.

VR Research on Research

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