Ipsos Encyclopedia - Mixed Reality

Mixed reality (MR) sometimes referred to as hybrid reality, is the merging of real and virtual worlds to produce new environments and visualisations where physical and digital objects co-exist and interact in real time.

Ipsos Encyclopedia - Mixed Reality

Definition

Mixed realityMixed reality (MR) sometimes referred to as hybrid reality, is the merging of real and virtual worlds to produce new environments and visualizations where physical and digital objects co-exist and interact in real time.

We are using the term mixed reality at Ipsos as it covers both VR and AR and also any future developments that may impact our approaches. We see mixed reality becoming the strongest contender for mass adoption, especially within the research industry.

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