The startup develops virtual reality and augmented reality technologies that utilize head-mounted displays and room-scale tracking to create realistic simulations for product and packaging testing. This enables market researchers to gather accurate data in real-world contexts, enhancing decision-making through immersive research experiences.
Funding
$390K raised to dateRaised to date based on public sources. This may differ from the amount the company actually raised and is based only on what is publicly available on the internet.
Founders
Product
Problem
Traditional market research methods often fail to capture realistic consumer behavior due to respondents interacting with stimuli on 2D screens, leading to a disconnect between stated preferences and actual purchase decisions. Physical prototypes are limited by time, cost, and scalability, hindering rapid iteration and testing of new product and retail concepts.
Solution
Gorilla in the Room provides an end-to-end platform that leverages augmented reality (AR) and virtual reality (VR) to create realistic simulations for product, packaging, and shopper research. The platform allows market researchers to transform 2D designs into interactive 3D stimuli that respondents can experience in real-world contexts via mobile devices or VR headsets. By measuring in-the-moment behavior and cognitive responses, the platform delivers System 1 behavioral data, which reduces the "Say-Do" gap and enables brands and agencies to make confident, data-driven decisions. The platform integrates with existing survey software and panel providers, allowing for scalable quantitative research with qualitative-level insights.
Target Audience
The primary target audience includes consumer brands seeking to optimize product design, packaging, and retail strategies, as well as market research agencies looking to enhance their research capabilities with advanced technology.
Features
- 3D stimuli production from 2D assets, CAD files, or physical product samples
- AR experiences for mobile devices (iOS and Android) that allow respondents to interact with virtual products in their own environment
- VR experiences for immersive shopper research in simulated store environments
- Mobile panel integration for quantitative research at scale, with a global reach of 1.4 billion AR mobile users
- AI-powered behavioral data analytics that measures attention, engagement, and viewing priority
- Real-time data capture of respondent movements and interactions with 3D stimuli
- Integration with survey software and research methodologies
- End-to-end research services, including study design, questionnaire development, and mobile panel access