At present, most virtual reality environments created for the purposes of research are unrealistic and cumbersome to navigate, making it nigh on impossible to uncover genuine consumer behaviour in these settings. What’s more, virtual reality environments are really costly to develop, making them prohibitively expensive for most types of research.

Because of this, the only real application of virtual reality, at least for now, is for testing high-value, large-scale items such as new car models or store layouts. Whilst VR has limited use for research at present, it won’t be all too long before this changes. We believe that by 2023, the technology will have developed to such an extent that we’ll be able to start using it in our industry.

Webcast, February 20th: The 7 NEW Steps to PPC Domination in 2018 This article originally appeared on FreshMinds Blog and has been republished with permission.Find out how to syndicate your content with B2C. Thank you for adding to the conversation!

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