Exploring Virtual Reality (VR) and Extended Reality (XR) in market research: A case study of FFIND’s immersive interview solutions

Abstract

This teaching case examines FFIND, an international company specializing in data collection for market research. FFIND offers a wide portfolio of solutions ranging from traditional methods (CAWI, CATI) to more innovative approaches (Webcam interviews, Voice-assisted interviews, Social Sampling). The focus of this case is on its most recent and disruptive solution: Virtual Reality (VR) and Extended Reality (XR) interviews. The central question addressed is: How can immersive environments enrich qualitative research by generating deeper and more contextual insights compared to conventional methods? The case highlights the advantages, challenges, and implications of adopting VR/XR technologies in market research. Pedagogically, it provides a useful resource for teaching how emerging technologies reshape digital transformation strategies and research methodologies.