Virtual reality and the brand
Does a few minutes in virtual reality change how someone feels about the brand that put them there?
The question
NASA and The New York Times were both early in virtual reality, with immersive pieces built to bring people somewhere they could not otherwise go. The open question was whether the experience changed how people felt about the organizations behind it.
Collect
Participants experienced the VR pieces in the Media Lab, with headset gaze, biometrics and post-experience interviews, against matched groups who saw the same story on a flat screen.
Analyze
Brand perception measures were compared across formats, alongside where attention actually went inside the 360-degree scene.
Present
Findings on VR’s effect on brand perception, and on how to design for a medium in which the viewer can look anywhere.