Beyond the hype

Date of publication: November 3, 2017

Company: BAMM Ltd.


This paper argues that virtual reality technology (henceforth VR), far from being a mere flash-in-the-pan, represents a new story telling logic that has deep implications for the way in which qualitative research is conducted. In short, VR presents us with the ability to generate more profoundly immersive experiences dir our clients than ever before, although at a cost of surrendering the control and voice of authority to which we have been accustomed.

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