Resources Library by ANA

Beyond the hype

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...

Catalogue: Global Qualitative 2017: Back to the future

Authors: Jim Mott, Peter Thomas

Company: BAMM Ltd.

November 3, 2017

Moving power, not stopping power

This paper describes how the research industry can use Virtual Reality (VR) simulations to predict and produce the effectiveness of shopper marketing activations. We propose a VR pre-testing programme for companies keen to understand and hone the...

Catalogue: Congress 2017: Visionary

Authors: Orlando Wood, Alex Hunt, Tom Ewing

Company: System1 Research Ltd

September 4, 2017

Virtual reality meets traditional research

In order to compare the traditional research approach- CAPI (Computer Assisted Personal Interview)- with the VR approach, an empirical study was conducted using a sequential monadic design. The study was designed to help us to reach the following...

Catalogue: Congress 2017: Visionary

Author: Alexandra Chirilov

Company: GfK

September 3, 2017

Beer: The perfect fit with your meal instead of wine! Dream or reality?

When beer beats wine in the restaurant! The quest fora perfect beer and food combination by using big data, algorithms and contextual consumer product testing (VR). In this paper we will therefore first introduce the concept of beer-food pairing...

Catalogue: Congress 2017: Visionary

Authors: Louise den Uijl, Marion Emorine, Sjoerd Koornstra, Maaike Hagen, Wim Hamaekers

Company:

August 31, 2017

The hunt for an "authentic" coffee experience

Although consumers are quite particular when it comes to choosing coffee, understanding the criteria they base their choices on - particularly what causes them to consider coffee 'authentic' - can be difficult. Spurred by the convenience store...

Catalogue: Asia Pacific 2017: Discoveries

Authors: Junichi Ichiba, Humphrey Chen, Yuki Tanaka

Company: INTAGE HOLDINGS Inc.

May 9, 2017

A debrief through a virtual reality window

In research a big part of our role is how we communicate findings. However the world of communication is rapidly changing, so, as researcher, we have to keep up and adapt the way we communicate. In this paper will demonstrate how we utilised Virtual...

Catalogue: Congress 2016: #WOW

Authors: Paul Labagnara, Alastair Liptrot

Company: The Lab Strategy & Planning

September 22, 2016

Impact of 3D objects in mobile market research

Mobile technology was harnessed in this study to place the respondent in a real shopping environment to make choices of placing new virtual 3D beverage products in a real life environment in real time. The decisions and choices the users made were...

Catalogue: 3D Digital Dimensions 2012: (Online + Social Media + Mobile) Research

Author: Navin Williams

November 6, 2012

Virtual future: Real Life or fantasy

Virtual technologies are in a perpetual state of motion with new developments changing and evolving to create new and exciting possibilities. Get up to date on the latest technologies in common use (e.g., virtual shopping, virtual banking, virtual...

Catalogue: Congress 2012: Accelerating Excellence

Authors: Andrew Reid, Matt Kleinschmit, Richard Rizzo

Company: Vision Critical

September 13, 2012

Mobile= location= effect

This paper reports on two studies researching the effect of mobile location-based ads to perceived intrusiveness of those ads. For the reported studies, shoppers received an ad on a smartphone in a simulated 3D supermarket (projected in four...

Catalogue: Congress 2011: Impact

Authors: Marnix van Gisbergen, Arief E. Hühn, Paul E. Ketelaar, Vassilis-Javed Khan, Koos Nuijten

September 18, 2011