Improving immersive consumption contexts using virtual & mixed reality

Abstract

Immersive technologies, such as Virtual Reality (VR), provide a great opportunity to create relevant contexts in consumer studies. However, challenges persist in consuming food and drink during immersion and ensuring effective data collection. This study addressed these challenges using an innovative approach incorporating Mixed Reality (MR), embedding virtual questionnaires responsive to hand gestures and using custom-made wine glasses. Two virtual contexts were created – a sensory booth and a wine bar with integrated audio and avatars. The purpose of this study was to investigate the effect of context elements on participant experiences. Thirteen participants consumed two different rosé wines (40mls each) in the two different virtual contexts, Participant insights regarding their immersive experience were collected using a structured questionnaire. Results showed participants effectively used hand gestures to respond to various questionnaires, whilst zones of real-world visibility enabled wine glass interactions. Audio and avatars played pivotal roles in creating a realistic and immersive virtual bar environment. Using MR, custom glassware, hand gesture recognition, embedded questionnaires and wireless headsets proved to be an effective approach for collecting data from multiple fully immersed participants, simultaneously. This innovative approach demonstrated sensory evaluations can be undertaken entirely within virtual environments, eliminating the need to break immersion. This advancement could yield more valuable consumer insights, enhancing understanding of consumer preferences and experiences.