GOR 2020 – 22nd General Online Research Conference

Relevance and Research Question:

Using 360-degree images in research studies presents a lot of benefits for researchers, clients, as well as consumers: it allows us to present more realistic concepts and products for evaluation – and it gives respondents the ability to examine products and concepts in more detail, and in a more realistic context, and thus hopefully increase respondent engagement.

Methods & Data:

In an experimental design, we compared the responses and behavior of respondent being exposed to traditional images (i.e. static/frontfacing) vs. 360-degree concepts (N=600 completes). We focused on engagement metrics (direct engagement and passive in survey measures) and measured the possible impact of 360-degree images on the overall survey data.

Results:

We will show that unsurprisingly, respondents showed a positive reaction on the new way of displaying concepts / products; in particular, we will highlight how engagement measures increased. We will also discuss the impact on data we observed, and we will present our recommendations on whether or not to we believe replacing traditional images with 360-degree images would impact benchmarks or trends.

Added Value:

This research is examining the impact of the new 360-degree technology on survey data and gives an outlook on how it can be adapted to serve market research Needs.

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