Getting into Shoppers’ Heads with Augmented Reality (AR), Virtual Reality (VR) and Neuroscience

  • Session Number: FSESS17
Friday, May 05, 2017: 4:45 PM - 5:30 PM


Jean-Pierre Lacroix
Shikatani Lacroix Design


The world is witnessing the convergence of two massive trends that are influencing and impacting how we create meaningful user experiences. The rise of fifth-dimension design through the use of virtual and augmented reality is creating immersive experiences that emotionally connect with consumers and positively influence how they engage with brands. 

Since people buy based on their emotions, innovative brands are applying neuroscience to more accurately predict consumer purchase behavior by tracking brain activity, eye movement and emotional response. 

Understanding how to drive immersive user experiences and measure their effectiveness is critical for brands to succeed in gaining market share and growth. With the advancements in Mixed Realities experience, design innovators have at their disposal new visualization tools that can combine to allow for better insights than have ever before been possible.