How virtual reality is shaping the future of consumer research

A version of this post originally appeared in Storebrands on 28th January 2025

Virtual reality (VR) technology is revolutionising industries in a number of ways, from enabling homebuyers to take immersive property tours to helping surgeons practice life-saving procedures in risk-free environments. In retail, it has also become a powerful tool, providing brands with the insights needed to develop packaging designs and retail strategies that break through on shelf, resonate with consumers, and boost performance.

It’s something our research team has used with a number of clients, replacing physical store mock-ups with a complete virtual environment where every element, from the deli counter to the frozen aisle, can be brought to life. Within this immersive, true-to-life shopping experience, we can test new products, measuring the success of everything from the packaging design to the shelf placement and pricing. This ability to trial a variety of different scenarios, switching from one shelf set to another concept at the click of a button, is highly advantageous.

Testing in a virtual store environment

For many of our clients, consumer research is the main reason for using VR technology, particularly when it comes to testing new innovation concepts or redesigned packaging ideas. We run VR studies, during which participants use headsets to navigate a virtual store and ‘shop’ from a shelf-set of products, simulating a real-life retail experience. As they are shopping, they share their reactions in moderated discussions.

In a recent project with a private brand canned goods brand that wanted clear insights on which designs would disrupt and motivate purchase, we used VR technology to test multiple concepts with two consumer groups: loyal shoppers and growth target shoppers. This approach helped us identify the packaging elements that resonated most with shoppers and why, which enabled us to refine the designs to improve shelf impact.

These virtual shelf studies also allow retailers and brands to see their products in context. Packaging designs often look different on a computer screen or in hand than they do on a shelf among competitors. VR helps with identifying potential weaknesses and validating designs before committing to costly production runs. It gives the retailer the ability to experiment with products on the planogram and create the ideal set.

Driving retailer buy-in with data-backed insights

Beyond optimising design, VR-enabled research equips brands with compelling data on consumer appeal and sales potential, which can be used to secure retailer support. This gives brands a competitive edge, showcasing evidence of shopper engagement and preference.

In addition to figuring out which products and innovations to launch, VR can also be used to meet internal needs, whether that’s for sales training or guiding employees on what the vision for promotions in the store should be. Plus, retailers want to move fast and get things on shelf. Being able to test multiple concepts or scenarios in a virtual environment and share that with internal stakeholders before allocating a budget is incredibly valuable.

Building a holistic consumer understanding

VR research is most effective when integrated with quantitative methods, such as surveys and purchasing data analysis. For example, a grocery chain might use VR to test private-brand snack packaging in a virtual store and then validate findings through broader consumer surveys. This combination creates a holistic understanding of the customer journey, enabling brands to fine-tune product positioning and marketing messages.

VR technology has also enhanced our design process. At Equator, we’ve made VR headsets available to our team, so they can utilise them throughout the creative process. Being able to visualise concepts on shelf before client presentations helps us optimise designs for disruptive shelf impact, making our work more breakthrough from the start.

Taking VR technology to the next level

VR technology has the power to fundamentally transform how brands and retailers develop and launch products. As VR systems become more sophisticated and accessible, we could see retailers creating digital twins of their entire store network, enabling them to test regional variations in packaging and merchandising strategies simultaneously across different demographics and markets. We might even see VR technology integrated with neurological monitoring to provide deeper insights into unconscious consumer behaviours and preferences.

Ultimately, as consumers become more demanding and the retail landscape more competitive, brands that embrace VR technology will be better positioned to innovate quickly, reduce costly mistakes, and deliver products that truly resonate with their target audience.