Virtual Reality: The Next Wave of Digital Research

What if you could…

Shop for groceries in a digital store by pulling virtual products off of a virtual shelf, all while sitting comfortably on your couch?

Relive your favorite vacation or cruise from the comfort of your home or during your lunch break?

Walk through the design of your new home as it is being built, to get a feel for the space even before the first wall goes up?

Attend a virtual lecture with a professor in another part of the world, with other classmates equally spread out across the globe?

All of these scenarios—and more—will become a reality soon.

20|20 is developing a platform for research that harnesses virtual and augmented reality to enhance the research experience—for participant and client alike. Captures new data, creates new experiences, and gives new insight by creating amazing reproductions of the physical world.

With virtual reality technology, “where” becomes “anywhere.” We can bring more people together—in virtual environments—than ever before. Imagine grocery store shop-a-longs in a virtual space, right down to the box of cereal on the shelf and the sounds of the store, all perfectly replicated. Bring people together from all across the country, or the world, into a digital café—with couches and baristas—for a cozy conversation. Capture fresh data and experience it all “through the eyes” of the consumer.

We anticipate we will be able to reach into millions of homes and offices worldwide with this technology. As the technology is developed, other software will be ready for deployment. Our technology will be ready on day one.

20|20’s patent-pending technology will make it possible. The 20|20 virtual reality (VR) program is a computer-simulated environment experienced through VR headsets worn by participants and displaying visuals replicating in-store environments (grocery, retail, car dealerships, design showrooms, etc.) or customer experiences (restaurants, cruise ships, hotels, events and event spaces, etc.). Innovative components of the tool include the ability to track the gaze paths of participants to see what packages or attract the most attention, an algorithm to trigger probing events based on the user’s path through virtual environments, and a unique “through the eyes” reporting experience that brings a whole new level of insight.

As the technology develops, the visual quality will become more realistic.