Redefining Traditional Marketing Research Methodologies
The technological convergence of Data Analytics and XR technologies can bring a new dimension to Marketing Research. Marketing Researchers have been using traditional methodologies such as Focus groups, Surveys, Questionnaires and Interviews to understand factors that influence consumer behaviour; however, such methodologies haven’t had any innovation for the past few decades. This is where XR can come into play. With the help of XR technologies combined with eye-tracking, researchers can analyze cognitive activities like how customers engage with the products, what influences their purchase decisions, which marketing features attract them the most. Moreover, with XR it is also possible to perform a virtual prototype testing of a new store, product, and planograms to collect customers’ reactions.