How to make CX innovation count in virtual reality


Consumers now expect their interactions with brands to be flawless and engaging. In this ‘Age of the Customer’, as Forrester refers to it, they will simply take their custom elsewhere if these expectations aren’t met.

It’s therefore unsurprising that 71% of B2B businesses have made it a top priority to improve customer experience, according to...

By Daryn Mason, 06 January 2017, 0 comments. Categories: Research.

AR and VR need better hardware, software and power for mass adoption

(c)iStock/Jacob Ammentorp Lund

On July 6, 2016, Niantic released its augmented reality (AR) game, Pokémon Go. Over the course of the following few weeks, the game, according to SensorTower, was downloaded more than 15 million times, attracted 21 million active daily users and pulled in more than $160m in under a month.

To say Pokémon Go was a phenomenon would be an understatement. But is it the 'ah-ha' moment some have made it out to be?

It likely is not. While Pokémon Go has been...

By Vishwa Ranjan, 05 January 2017, 0 comments. Categories: Research.

VR hardware needs to be cheaper for mass adoption, research says


We've all heard that the majority of high-end virtual reality headsets are too expensive for the average consumer, but new research by The Foundry cements this belief.

According to a recent study the creative software developer carried out, UK adults are only ready to spend £134 for a VR device. Sure, that may get you a Samsung Gear VR or Daydream, but this means the likes of Oculus Rift and HTC Vive are still beyond most people's grasp. 

The survey of 2,001 UK adults...

By Rachael Power, 22 December 2016, 0 comments. Categories: Research.

Big brands using VR and AR to connect with consumers this Christmas


Ah, Christmas marketing - the annual 'tug-on-your-heartstrings-fest' that is brands' advertising pinnacle. It's a rather big business, with £24.3bn predicted to be spent this Christmas by consumers, which makes companies jostling for space in your emotions kind of understandable. 

And what better way to engage customers than with a technology that can capture the senses, making them feel and think a myriad of different things?

New reserach by Adobe and...

By Rachael Power, 15 December 2016, 0 comments. Categories: Research.

Irish county council uses VR to educate people about road safety


Ireland is making some headway in addressing its road safety problems. Last year was one of the lowest since 2012 for the number of road deaths, but even one death is a figure too high.

Perhaps this is why one Irish county is turning to virtual reality to help demonstrate to people why they should take greater care when driving, according to

By Rachael Power, 07 December 2016, 0 comments. Categories: Research.

BBC's new 360 experience looks at human trafficking


The BBC is the latest media organisation to come up with a powerful 360 experience that highlights a prominent issue in today's world: human trafficking. 

The broadcaster has been ramping up its 360 video production as it explores VR as a way of connecting with audiences.

This particular 360 video is part of the BBC's campaign, 100 Women, which has run since 2013 and examines the role of women in the 21st century, with physical events in both London and...

By Rachael Power, 25 November 2016, 0 comments. Categories: Research.

How virtual reality is driving a new chapter in film

Before the 1890s, the idea of a motion picture seemed nearly impossible. Fast forward to the 2000s, and the idea of a three-dimensional (3D) cinematic experience almost feels like a phenomenon of yesteryear.

Despite early success, the past five to six years have fallen quite flat for 3D films. While the release of “Avatar” in late 2009 generated a record-high 2.79 billion dollars in global box revenue, a lack of in-home adoption remained.


By Neil Mandt, 24 November 2016, 0 comments. Categories: Research.

Emotional engagement '27% higher' in VR than in 2D


Virtual reality's many uses are becoming more and more apparent as sales of the tech continue to increase. 

One recent neuroscience-informed research study from YuMe and Nielson has found that marketers are certainly one group of professionals set to benefit from using VR within their industry. 

The strong emotional engagement clicited by virtual reality experiences (27% higher than in a 2D environment) is one big draw...

By Rachael Power, 23 November 2016, 0 comments. Categories: Research.

World's first 3D printed, VR art to be showcased in 2017


Art and technology are fields that coming together increasingly; and virtual reality is not to be left out of the equation. 

As such, the Royal Academy of Arts (RA) and HTC Vive have partnered up on a project that will be showcased this coming January: Virtually Real. This is thought to be the first time artwork created in virtual reality has been brought into the physical world through the medium of 3D printing and exhibited in a major global art institution.

RA Schools alumni Adham...

By Rachael Power, 17 November 2016, 0 comments. Categories: Research.

MIT develops wireless VR technology prototype


You may have already heard the one about the limited supply of add-ons that will make HTC's Vive headset tetherless, but here's some better news: MIT has developed a prototype that does this for any VR headset. 

Its Computer Science and AI Laboratory (CSAIL) has recently unveiled a prottype system, MoVR, that enables untethered communication at a rate of multiple Gbps. 

The system uses high frequency...

By Rachael Power, 16 November 2016, 0 comments. Categories: Research.