concept m is known for its depth psychological approach to the issues of market research and marketing. Besides the classic research techniques such as in-depth interviews and focus groups, new and innovative digital technologies can be a valuable addition to the depth psychological portfolio of methods, if they are effectively integrated into the research process.

As part of a current pilot study, we looked at how the possibilities of VR presentation can be As part of a current pilot study, we looked at how the possibilities of VR presentation can be utilised in packaging testing, and this pilot study has now been nominated by BVM for the Innovation Award 2017. in packaging testing, and this pilot study has now been nominated by BVM for the Innovation Award 2017.

Virtual reality offers fascinating potential for market research. Products and product environments can be experienced live in VR. New interiors and dashboard designs can be experienced in VR as if you were sitting in a real car. Store designs can be walked through in VR, and orientation processes at the shelves realistically simulated. In VR mode you can pick up packaging and products.

A current concept m combined qualitative and quantitative pilot study has tested the new methodology for integrated VR packaging testing as part of a study of OTC cold preparations. OTC packaging was presented in 3D using VR glasses. The test person has a real spatial image of the packaging, can turn it themselves and look at in different contexts.

VR testing has its own challenge - so-called virtual immersion. Submersion in virtual reality, with the sense of being physically present in a non-physical world, also presents a challenge for market research testing, as the subjects are in a state of emotional involvement that leaves them unable to describe and express exactly what they’re perceiving and feeling when they look at the packaging design or the product. This is why it’s necessary to control the virtual immersion, i.e. the way that consumers are absorbed into the VR design test setting.

VR testing as part of the genetic realization research process is used in the concept m VR test design to control the effect of virtual immersion. All aspects of the packaging’s effect are comprehensively researched, including the 3D reality effect and the temptation in the real POS environment.

The concept m approach brings together different exposures in a single perceptual context: the 2D and 3D context supplement each other in the analysis of the packaging’s effect, and the objectivity of 2D and emotional involvement with 3D balance each other.

Opportunities of packaging testing with virtual reality
+   real 3D impression
holistic effect of packaging

+   packaging in real context:
at home, or at the POS

+   greater efficiency in design process:
details can be changed directly, faster iteration

If you would like to know more about VR design tests, please contact

dirk.ziems@test.local or thomas.ebenfeld@test.local