A CASE STUDY
WHEN CONSUMER RESEARCH MEETS VIRTUAL REALITY
Before rolling out to its test markets, one quick service restaurant wanted to assess design options for an expanded beverage center for premium coffees. The challenge — achieving realism with consumers within the architecture of a VR environment.
Which of 6 prototype beverage center designs should be taken to test market?
An in-person, monadic quantitative concept evaluation utilizing 3-D virtual shopping!
MMR validated the relevance of the expanded beverage center and specifically identified the viable design and operational elements from the 6 prototypes to help accomplish the goal of entering the arena of Specialty Beverages/Coffees.
The result: the restaurant utilized these design recommendations in its test markets with tremendous success and ultimately rolled out a premium coffee menu in a cafelike setting.
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