How does it work?

This is how an OSQAR research project is conducted:

Step 1: Creating the virtual space

We start by creating the research space in VR. In most cases, this means we make high resolution, 360˚ film recordings (optionally 3D) or photos of the physical formula. If the space to be studied does not yet exist in real life, a 3D render or AutoCAD drawing can be used as well.

Step 2: Applying the variables

The research variables are applied virtually. This is done with the same precision and realism as Hollywood special effects. Whether it’s adaptation of branding, colours, background music, signage or layout, the result is always photo realistic and convincing for the respondent. Simple variables can, of course, also be applied and filmed in real life.


Step 3: designing the survey

Next, the survey is programmed into the VR experience. The survey is composed on a timeline, which decides how long people can look around before the first question is offered, and in between questions.


Step 4: Selecting the target audience

For every respondent we have a detailed profile of demographics, such as gender, age, region and educational background. Based on this, we can selec a target audience. This allows you to target the people who are relevant to you. We can even set up a custom-made panel of respondents for you. If required, we can work without this standard panel, and have people take part locally.


Step 5: The project goes live!

Now, the project goes live! Respondents matching your criteria, receive a push message on their smartphones. “There is a VR study waiting for you”. By clicking on it, the respondent is taken to the research page within the OSQAR app (iOS & Android). Here, he or she can read what the project is about, how much time it will take, what the instructions are and what price they can win by participating. Next, he or she slides the smartphone into the OSQAR VR goggles and the experience starts. The respondent feels as if they are actually in the virtual world and is free to look around in one of the created research conditions. Programmed questions now appear one by one, floating in space in front of the respondent. He or she answers by simply looking at the desired answer. No tough controls or external gear required! After the last question, the respondent is shown a “thank you” message and the VR experience closes. The results are sent into the cloud in real-time, ready for analysis.

Step 6: Analyzing the results

Once the required number of respondents is reached, the results can be exported. Not just the answers are analyzed, but also the actual viewing behaviour of the respondent. This is exported in the form of a heatmap, displaying hot zones of what people have been looking at. This way, we know exactly which elements have drawn most attention and how this was influenced by the research conditions. A concise report is created, with substantiated findings on which you can base your strategic choices.

Step 7: From VR to reality

You can now make informed and substantiated decisions for your organization, in no time at all. Better product launches, more successful formulas, more unique customer journeys. OSQAR loves to help you make it a reality!