1.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Ray
Poynter
The
Future
Place
June
2016
Using
Altered
Reali+es
in
Market
Research
-­‐
101

2.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Why?
1
Improving
focus
– Virtual
Reality
– Augmented
Reality
2
Changing
focus
/
digging
deeper
/
distrac+ng
/
less
System
2
– Projec=ve
Techniques
– Games
and
Gamifica=on
– Context
ShiFing
–
e.g.
SciFi
&
Drama
– Depriva=on
Studies

3.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Virtual
Reality
Immersive
On
Screen
When
words
or
JPGs
are
not
good
enough

4.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Virtual
Reality
Considera+ons
• How
real?
Trading
off
insight
and
cost.
• Walking?
Trading
insight,
=me,
cost,
complexity.
• Loca=on?
Central
loca=on
versus
online.
• Biometrics?
E.g.
eye-­‐tracking,
neuro-­‐stuff,
heart/sweat/movement
etc

5.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Augmented
Reality
(Mediated
Reality)
• Jet
pilot’s
screen’s
helmets
• SatNav
on
your
dashboard
• Simultaneous
transla=on
• Recorded
talks/images/videos
for
visitors

6.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Augmented
Reality
(Mediated
Reality)

7.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Augmented
Reality
(Mediated
Reality)

8.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Alterna+ves
to
VR
&
Augmented
Reality
• Descrip=ons
in
words
(easier)
• Photographs
/
movies
(easier)
• Prototypes
/
mock-­‐ups
(harder)
• Market
tes=ng
/
AB
tes=ng
(mostly
harder)

9.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Why?
1
Improving
focus
– Virtual
Reality
– Augmented
Reality
2
Changing
focus
/
digging
deeper
/
distrac+ng
/
less
System
2
– Projec=ve
Techniques
– Games
and
Gamifica=on
– Context
ShiFing
–
e.g.
SciFi
&
Drama
– Depriva=on
Studies

10.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Projec+ve
Techniques
• Personifica=on
–
if
Samsung
were
movie,
which
movie
would
it
be?
• Sentence
comple=on
–
“Samsung
are
trying
to
…”?
• Cartoon
cap=ons,
cloud
drawing
• User
stereotypes
–
What
are
the
favourite
TV
programs
of
Samsung
smartphone
users?
• And
many,
many
more
hep://www.qualita=vemind.com/projec=ve-­‐techniques

11.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Games
and
Gamifica+on

12.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Context
ShiRing
–
e.g
Drama
or
Sci-­‐Fi

13.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Depriva+on
Studies

14.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
When
is
Altered
Reality
Relevant?
Exis=ng
Informa=on?
• Reports
etc
Easy
MR
• Surveys,
Focus
Groups,
IDIs,
Social
Media
Deeper
MR
• AR,
BE,
Neuro,
Ethnography,
Semio=cs
etc

15.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Thank
You!
Follow
me
on
Twieer
@RayPoynter

16.
Altered
Reali+es
in
Market
Research
101
Ray
Poynter,
The
Future
Place,
2016
Q
&
A
Sue
York
The
Handbook
of
Mobile
Market
Research
Ray
Poynter
The
Future
Place