Virtual reality technology is rapidly being developed and is attracting enormous amounts of funding. This technology will certainly affect the worlds of entertainment, news, gaming, health care, business, research and other areas in a profound way. This presentation will provide an overview of virtual and augmented reality and address how this technology will likely change marketing research practices. At least a few agencies have started using VR for research and this talk will explore some of these initial case studies. You will hear the perspectives from a variety of researchers as to how they see this technology being used in the coming years.

This presentation will cover:

• An overview of virtual, augmented, and mixed reality
• Introduction to companies and technologies in this space
• How VR/AR can be used for research now and in the near future
• Suggest what facilities/platforms could do to embrace this technology