Chicago

April 2-3, 2019

Chicago
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Virtual Testing, Real Behavior: The Future of Behavioral Science

Room 2 | 9:15-9:45 | Wednesday, April 3, 2019

Virtual reality is being used today in a broad range of applications, including medicine, education, architecture, product development, travel planning and even customized shopping.

For behavioral scientists, virtual reality provides an efficient means of exposing life-size environments which can be viewed quickly, efficiently and from remote locations. By incorporating eye-tracking capability and shopping research metrics, in-market behavior can be predicted accurately and cost-effectively without the need for fabrication.

In this session, Explorer will show several outputs from virtual reality research and how these can be used to drive business results for both manufacturers and retailers.

We will also discuss how virtual reality has evolved and what can be expected in the near future with this exciting technology.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Behavioral economics
  • Emotional measurement (neuroscience/eye-tracking)
  • New techniques – qualitative and quantitative
  • Virtual/augmented reality

Takeaways:

Attendees will:

  1. Understand how the use of immersive VR environments and eye-tracking provide an unprecedented means of measuring and predicting real behavior.
  2. Learn about the types of outputs from life-size VR and how they can be used for product, packaging and retail reinvention research.
  3. Grasp the future of this technology and the role of VR for research, immersive brand experiences and even as a future shopping platform.

Speakers:

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