VR, AR Can Improve Brand Perception: Study

Consumers turn to virtual reality content for emotional connection while they perceive augmented reality as a tool for useful additive learning, according to a new study by Magid.

While VR content was found to drive emotion, AR content makes more sense for daily integration.

The study comprised a series of focus groups in New York and Los Angeles with tech enthusiasts who had some prior VR experience.

The study found that words consumers associate with virtual reality include “immersive,” “exciting,” “realistic,” “curious,” “relaxing,” “escape” and “fantasy.” Those were also the descriptors they associate with entertainment-related ancillary content, making the VR capabilities a good match, according to Magid.

For augmented reality content, consumers associated words including “practical,” “interactive,” “analytical,” “curious,” “excited,” “frustrating” and “lifelike.” Consumers do not tend to associate those descriptors with entertainment-related content.