System 1 Research launches a VR testing tool for shopping
But, until VR is indistinguishable from reality, the question is whether it can offer a valid environment for real-world marketing tests.
You’re pushing a grocery cart down an aisle in Walmart, and you pause to grab and toss in a bag of candy.
Just another day at the store, except it’s in a new Virtual Reality Shopper recently launched by System 1 Research.
The research arm of the London-based marketing firm System 1 Group, System 1 Research conducts behavioral and other research for brands. Earlier this year, it undertook a pilot project for several brands — one of which was Hershey’s — to build some grocery aisles that resembled a typical Walmart.
The virtual reality platform, designed to test shopping choices, is now available for other clients, System 1 Research Managing Director Gabriel Aleixo told me. It was developed on the Unity gaming engine by Los Angeles-based software development shop SciFutures and employs the HTC Vive VR headset.
Here’s a sample video clip inside the headset: