Over the past few months, I’ve had the opportunity to use Virtual Reality (VR) to complement my consumer research video work. During this time, I’ve largely focused on figuring out all the technical challenges involved with producing videos that bring lasting value to my clients. I didn’t fully realize the distinct benefits of filming in VR until the first few videos were delivered to our partners.
I'm a tech geek and regularly trial new technology when in-field on research. This is done partially to justify my regular visits to Micro Center and B&H. However, its also to potentially discover new ways of bringing my clients closer to the people they serve. Its rare that the latter reason becomes so apparent, so quickly.
With that in mind, here are five compelling reasons to consider using VR video to capture your next consumer research project:
VR provides context
I’ve cut important shots from my traditional video reels because there isn’t enough context in the footage to clearly articulate what the researcher is trying to communicate. Its one thing when a respondent complains about a television show being “dumb”. It’s another when you can turn your head in VR to see what the respondent is talking about, then turn back and watch their body language.
YOU are in control of what YOU want to know
In a single unedited shot, a UX designer can see how a user is interacting with an app, a hardware engineer can observe how they are holding the device and the marketing team can observe the physical stimuli that is influencing the users actions. Each member of the team can see what’s most relevant for them and glean what they need from the same video.
Smaller research teams but greater participation
There is often a false perception among researchers that to actually effect change within an organization, key stakeholders need to be present during the actual research. VR can change that. You no longer have to be physically present to be part of the experience. VR has the potential to recreate those impactful moments for stakeholders who could be thousands of miles away.
Furthermore, many VR cameras are small and unobtrusive, great for filming in small homes without overwhelming respondents. In one shot you can capture the interviewer, the interviewee and their surrounding environment in its entirety.
Novelty of VR creates opportunities to share richness vs simple sound bites
When producing traditional video, editors are often forced to piece together one to two second quick hit clips to make a point. Why is that? Videos are ubiquitous and our attention spans have become shorter and shorter. Instead of giving video clips the time to truly connect you with the consumer, we are often encouraged to “skip to the good part!”
With VR, you are strapped in and fully immersed. It gives filmmakers the opportunity to share stories in unique ways. You are experiencing the insights versus just watching them.
The immersion
This one is hard to explain unless you've had the opportunity to already use a VR headset. Being transported into a completely different environment with multiple sensory cues, creates a unique experience that traditional video cannot replicate.
With that said, VR is certainly not an end-all solution for all research challenges. Tried and true traditional video is still king - for now, but VR will soon become a powerful tool in your research arsenal.
Yousef Hussein is the founder of UX Films