May 22, 2024 | 12:00 pm - 12:30 pm ET 


MSI Webinar: Virtual Reality Applications in Marketing Research: Measuring and Managing the Customer Experience Using Immersive Simulations

Virtual reality simulations provide an efficient and flexible method for creating photorealistic, immersive experiences and measuring consumers’ reactions to new marketing concepts and retail environments. This presentation describes several studies exploring how a product’s appearance and the retail context influence shoppers’ visual attention, their emotional response, their ability to find desired items and notice new products, their interaction with and purchase of specific items, and their recollection of the experience and future intentions. The research employs multiple methodologies (including life-sized virtual scenarios, desktop VR, head-mounted displays, eye-tracking, HR, and GSR measures) to simulate experiences, monitor customer response, and assess productivity.


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Raymond Burke

Indiana University

Ray is the E.W. Kelley Professor at Indiana University’s Kelley School of Business, and founding director of the School’s Customer Interface Laboratory, a state-of-the-art facility for investigating how customers interact with new retail environments and technologies. His research focuses on understanding the influence of point-of-purchase factors on consumer shopping behavior. His articles have appeared in the Harvard Business Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. Ray teaches the MBA Applied Marketing Research and PhD Advanced Shopper Research courses and was named by Poets & Quants as one of the world’s best b-school professors. Prior to joining IU, he served on the faculties of the Harvard Business School and Wharton. He has consulted for several leading companies in consumer goods and service industries, and his virtual shopping technology has been used by market research firms around the world.

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