The Fun and Games of Using VR in Qualitative Research

Introduction

With virtual reality (VR) technology increasingly becoming more accessible, it is inevitable that its use is going to become more mainstream in the fast-evolving world of qualitative market research. Staying ahead means adopting innovative technologies that can streamline timelines, but also enhance the quality of insights. VR can be a transformative tool for qualitative research, and with a little practice, it can be an invaluable piece of equipment in your arsenal.

The Challenge

How do you ship large 3D models around the globe for participants to experience? The answer is, you don’t!  When clients asked for my recommendation on how I would conduct global research across 3 markets, over the course of a few weeks and where participants had to experience a large 3D prototype, I decided to take a leap of faith and suggested VR! 

This would eliminate the logistical nightmare associated with shipping and handling of physical stimulus.  Plus, participants would have a fun and engaging experience and be able to react accurately to the stimulus.

Benefits of VR in Qualitative Research 

Understanding people’s behavior is at the core of qualitative research and VR technology is revolutionizing how we gather these insights. 

• Smooth(er) logistics: For global studies, VR removes the logistical nightmares associated with shipping and handling of physical stimulus. 
• Enhanced feedback: VR allows people to provide feedback to virtual products / environments as if they were real! This provides a depth of feedback that traditional methods might miss.
• Improved engagement: VR makes the research sessions highly engaging. Participants experience navigating a virtual store, using a new product, or viewing prototype designs is not only more entertaining in the moment, but also yields genuine reactions for the researchers to analyze.
• Client involvement: Clients also benefit from VR sessions; they can now be ‘in the same space’ as participants, watching their interactions with the stimulus in real-time, which adds a layer of transparency and immediacy to the findings.

Practical Considerations

However, setting up a VR study comes with its own set of unique challenges! From experience, these are some of the key elements to be aware of:

1. Instructions: Provide clear step-by-step instructions on how to use the VR headset and how to cast (so that clients and moderators can ‘watch-along’ with participants’ experiences).
2. Preparation: Schedule sessions for the moderating teams to test the VR headset, how to ‘show’ the stim, how to reset the headset and casting. 
3. Software updates: Ensure the latest software has been updated to the VR headsets to ensure smooth operation.
4. Recording: Make sure the research team knows how to record the sessions AND the casting of the experience. 
5. Backup plans: Always have a plan A, B, and C, as technical glitches will happen! Get a backup VR headset, have images/offline stimulus you could possibly use for when the backup fails!
6. Participant comfort: People’s comfort is crucial (especially if you will be needing them to be in the VR setup for more than 15 mins). Plus, ensure your VR setup is compatible with glasses.
7. Motion sickness: Ensure you have informed people during recruitment that they will be wearing a VR headset, and asked if they easily get motion sickness (if so, they might not want to take part).

Conclusion

VR can be a powerful tool in your arsenal as a qualitative researcher. Will it be for every study? No. Will it be perfect for some? Yes! Embracing this technology you will be able to enhance the efficiency and depth of your study and offer an engaging innovative experience for participants and your clients!