Helping a major console manufacturer address barriers to VR usage

The Challenge

Our client wanted to grow the player base of their VR hardware, by driving positive engagement and avoiding purchase regret. In order to do this, we wanted to understand how players used their VR hardware, how this may have changed over time, and if there were any barriers to usage.

Our Approach

We conducted research across 6 markets, using a two-stage approach. Firstly, we carried out 20 in-home interviews with VR owners to see first-hand how they interacted with the VR hardware. We then used these insights to create an online survey to help identify the key barriers and behaviours.

The Outcome

The insights generated helped the client to really understand the player experience, through videos and photos. We also identified key causes of declining usage and possible purchase barriers, that needed to be addressed in order to grow the player base