Archive of month: July 2017

This is what we mean when we say VR gives us super-powers…

In designing a qualitative research approach, striking the right balance between ‘realism’ and ‘control’ – between capturing natural unbiased behaviours, and exerting the necessary level of environmental or experimental control – can be a challenge.  One of these comes at the expense of the other, so there’s always some kind of trade-off (see the accompanying […]

virtual ethnography, and what we’ve learned so far…

We have just completed a virtual ethnographic research initiative, designed to help our clients create an exciting new environment for their customers. And we are as excited as ever about the power of VR as a research tool moving forward. Leveraging the best of the emerging VR technologies, we will continue to evaluate and optimize concepts […]