May 7, 2019

VR research Haystack

Virtual Reality brings engagement and contextualization together

It’s exactly this valuable combination of engagement and contextualization that’s the key to so much more marketing and sales opportunities. But what exactly is Virtual Reality (VR), how can it change our lives, why is it so important for Haystack and how does such a VR research tool look like? We’ll tell you all about it!

Virtual reality

Let’s start by stating the obvious: Virtual Reality is not a novelty. It’s been around for quite some time now, which brings us to the third generation of this technology. But, while Virtual Reality started out as a tool that was mainly driven by the gaming industry, today it’s moving towards other areas and applications such as health care, education, and so on. In other words: it’s transforming from a ‘fun and playful’ tool to something more practical, and something less frivolous. And why not? Because Virtual Reality creates the possibility to immerse oneself in a reality you’d normally not (always) be able to discover.

The keyword is contextualisation

Context is everything – it’s as simple as that.  We think it’s important to cover this topic because VR is a big player when it comes to contextualization and interaction. It provides an (interactive) experience that puts people in the right environment to trigger them and make sure they give us the right answers.

And that’s what it’s all about, of course: getting results that are the closest to the reality as possible. By implementing Virtual Reality in our way of work, Haystack makes sure to ask the right questions, which will get you the best results possible.

360° pictures/video’s versus 3D interactive VR

  • Setting the scene (passive)
    Whether your apply this type of VR in qualitative or quantitative research, you’ll have the opportunity to place respondents in a different context just by showing them a 360° picture or video. Whether this is a new store concept, your local supermarket or your next holiday destination, it’s about immersing them in your story.

  • 3D interaction (active)
    Virtual Reality can bring a level of engagement to the table. With a 3D roomscaled VR experience you can interact with the environment (via VR tools, see pictures) and track behaviour of your respondents. This unique combination transforms the way studies are conducted and opens up new research possibilities.


Want to find out how VR research can empower your business? Get in touch with our Strategic Excellence Director, Jasper Scheir. He is pleased to answer your questions regarding innovation and technology at Haystack.