Researching in-store, at home: Using virtual reality within quantitative surveys

Abstract

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey. The survey was designed to test point-of-sale displays within a retail store environment, with respondents exposed to the store using virtual reality within the survey, rather than being a shown a static image or a standard film of the store’s interior. The results show how incorporating a virtual reality film within a survey can significantly add to the survey enjoyment compared to traditional approaches. The findings show how the uniqueness of the virtual reality experience can help engage respondents, offering a modern and relevant way to provide a more realistic survey experience that respondents are receptive to. The study also demonstrates that it is technically feasible to incorporate a virtual reality experience into an online survey among typical panelists, without high failure rates or the need to over-incentivise to participate. This article discusses the use of virtual reality within surveys and the practical steps taken to incorporate the virtual reality film, as well as the key learnings generated from the experience. The future potential for the application of virtual reality technology within research is also explored.