Learn how to add Augmented Reality (AR) and Virtual Reality (VR) stimulus to Qual and Quant studies on respondent mobiles phones.

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training. 

Course overview

This essential guide to Augmented Reality (AR) and Virtual Reality (VR) explains what the technologies are and how you can integrate them into Qual and Quant consumer research. Underpinned with Behavioural Science, we explain the psychology behind AR and VR and the benefits to market research. You’ll learn the 3-step process to create AR and VR stimulus, how to add real world stimulus to your studies and how to unlock actionable insights.

We’ll share examples and case studies of customers using our Market Research Mobile Platform. You’ll learn how to use new mobile technology to place respondents in real world context to capture real world insight, from new product development and pack tests to point-of-sale and shelf tests. At the end of the course, you’ll be equipped to pitch, brief and implement mobile AR and VR as part of your toolkit.

Course outcomes

  • Understand the psychology which makes AR and VR feel real to respondents
  • Learn how to create 3D augmented reality and 360º virtual reality stimulus
  • Find out how to add this real world stimulus to Qual and Quant mobile studies
  • Discover new behavioural data insight and the actionable results this delivers

Who will benefit?

  • Insight leads responsible for NPD and shelf/point-of-sale studies at FMCG, Retail, Pharma, Media, Electronics and Healthcare companies
  • Qual researchers exploring new ways to deliver studies during the Covid-19 pandemic
  • Quant researchers who want to deliver more realistic stimulus to respondents
  • Panel suppliers interested in improving respondent enjoyment and engagement
  • Behavioural Scientists interested in applying new methodologies in consumer research

Learning method

  • Presentation with videos and examples delivered via webinar


Dr Alastair Goode, Behavioural Scientist, Gorilla in the room

Alastair is a cognitive scientist and behavioural economist with 25-years experience in market research. His track record of innovation in consumer research includes VR and AR technology, implicit testing, eye-tracking and behavioural science with 15 market research awards. A regular contributor to WARC and IMRJ, Alastair has worked with brands including Kellogg’s, ITV, Mondel?z, Virgin and Renault. As Behavioural Scientist and Board Member at Gorilla in the room, his principle role is to ensure technology solutions deliver actionable insights.

Jonathan Barrowman, CEO, Gorilla in the room

Jonathan has a marketing and technology background with 22-years experience at both multinationals and start-ups. Prior to founding Gorilla in the room, he was Commercial Director EMEA at an AR tech company, Global Agency Director at Yahoo and Global Head of Digital Strategy at Mindshare (WPP). Jonathan has spoken at events including VR World, Digital Shoreditch and the Wearable Technology Show and has worked with brands including Nestlé, Unilever, PepsiCo and Disney. As CEO and Board Member at Gorilla in the room, he oversees sales, marketing and operations.

By agreeing to participate in this training course you also agree to download any software application(s) that are required for the fulfilment of the course.

No Biography Available

Additional Information

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