VR & AR based Research

VR (Virtual Reality) and AR (Augmented Reality) based research use immersive technologies to create simulated environments or overlay digital information onto the real world, allowing researchers to observe and interact with subjects in novel ways. VR provides a fully immersive experience for testing and visualization, while AR enhances real-world settings with digital elements to analyze user interactions and behaviors.

VR and AR technologies allow researchers to simulate scenarios and interactions that may be difficult or impossible to replicate in traditional settings, offering deeper insights into user experiences and behaviors.

Divergent Insight is amongst the first agency in ASEAN region with in-house VR capabilities

Methods We Adopt

Immersive Product Testing | Augmented Reality (AR) Trials

FAQs on VR & AR based Research

Why should I use VR/AR in market research?

Using VR/AR in market research enhances engagement, realism, and data accuracy by:

Realistic Consumer Testing – Simulate virtual stores, test product placements, and enable virtual test drives.
Higher Engagement & Data Quality – Gamified experiences reduce survey fatigue and capture eye-tracking, gestures, and emotions.
Better Prototyping – Test product concepts and packaging in an interactive environment.
Cost-Effective & Scalable – Eliminates physical setup costs and enables remote participation.
Deeper Insights – Advanced analytics like heatmaps and eye-tracking reveal user behavior.