Ludovic Depoortere - Virtual reality meets sensory research

1. Ludovic Depoortere
@needle_finder
Virtual reality
meets sensory research

5. REWARD
VALUE
Why is context so important?
COLOUR
SOUND
SIGHT
SHAPE
…
PERCEPTION
PHYSIOLOGICAL
REACTION
EMOTION
S
Y
N
E
S
T
H
E
S
I
A
Liking
Learning
Wanting
Behaviour
Memory
encoding

6. “
”
If you want to
understand how the
lion hunts…
Don’t go to the zoo!
Contextual market research

7. A shift in sensory & product research
Marketers are becoming
increasingly aware of the
importance of brand
distinctiveness.
Coherent and consistent
usage of distinctive sensory
cues uniquely attributed to
the brand, and prevalent for
the category.

9. Virtual reality for Sensory and Shopper research

11. Step 1
360°filming of the environment

12. Step 2
Make the movie smartphone VR proof

13. Step 3
The research variables are added digital

14. Step 4
Question are projected on the screen

15. 0
1
2
3
4
5
City poster Food poster
Result?
Very quick insights of the effect of your choices measured in context

16. Next generation of product test

17. VR contextualization brings enjoyment to the fore
Purchase intent 73% 85%
Too bitter 32% 16%
Too sour 22% 12%
Refreshing 34% 48%
Conviviality 3% 14%

18. When considering VR?
CONTEXT SEASONALITY
POSITIONING

20. WHAT’S NEXT?

21. connected sensors
by 2020
US $ 300
Billion
incremental
revenue by 2020
Gartner
40.9
billion
connected devices
by 2020155
million
connected cars by
2020
100
million
connected light bulbs
by 2020
+1
trillion
2.5
billion
smartphones
by 2020
$12
billion
wearable market size
by 2020

22. Reach consumers in-the-moment1

23. Enrich your data2

24. Go beyond liking3

25. All along your R&D process
EXPLORE
[ IDEA GENERATION ]
CREATE
[ IDEA MODELING ]
IMPLEMENT
[ EXECUTE & FRAME ]
MONITOR
[ TRACK PERFORMANCE ]
CONSUMERS-CONNECT
(ethnographic research, U&A tracking,
expert interviews,…)
CONCEPTUALIZATION
(creative online sessions, concept test modules,…)
360° CONCEPT-PRODUCT TEST
(concept validation, product validation, concept-product
test, price sensitivity,…)
AD-HOC RESEARCH
(tracker, in-context product evaluation,…)
1
2
3
4

26. Keep it interactive!
Keep it short!Keep it fun! Keep it easy!
Be consumer centric!
5 Golden Rules for VR Sensory Research

27. 30

28. Thank you!
Ludovic Depoortere
@needle_finder