Transform Data Collection with XR: Rexee’s virtual reality market research

In today’s world, market research is expected to deliver more — greater authenticity, deeper engagement, richer insights, and higher-quality data. As consumer behavior evolves and technology advances, traditional approaches often fall short, missing the opportunity to uncover the full story.

At FFIND, we recognized the need for a bold step forward. That’s why we created Rexee.

Transforming Market Research through XR technology

Rexee is our proprietary XR (Extended Reality) solution developed to revolutionize the way data is collected.  By leveraging VR (Virtual Reality) headsets, it transforms traditional data-gathering into an immersive, lifelike experience—dynamic, engaging, and layered with emotional and behavioral context that conventional methods like CATI and CAWI often fail to capture. 

Two recent case studies illustrate how Rexee is reshaping the future of market research—pushing the boundaries of what’s possible in respondent engagement and insight generation. 

Case Study 1: Energy Drinks – Understanding Young Consumers Through Immersive and Engaging Context

Imagine this: instead of clicking through yet another online survey, young consumers step into a virtual kitchen where they can pick up energy drink cans and explore choices as if they were in their own home. 

In our first Rexee project, we compared traditional methodologies with the Rexee VR approach, to explore energy drink consumption habits among VR owners aged 16–24.
This groundbreaking work was recognized on an international stage—presented in a paper selected for the ESOMAR Congress 2024 in Athens, underscoring both its innovation and relevance to the industry. 

The research was designed to include both quantitative and qualitative phases, with one key advantage: the same panel of participants took part in both, ensuring a consistent base for richer comparison.
Participants were divided into two groups: 

• The first engaged with conventional methodologies: a CAWI-based online survey for the quantitative phase, followed by a traditional central location pack test. 

•  The second group experienced the Rexee approach from home using VR headsets, completing both a quantitative survey and a qualitative pack test within a fully immersive, extended reality environment. 

Rather than answering questions on a flat screen, VR participants explored a virtual kitchen environment — designed to replicate real-life settings and encourage natural, focused behavior. The difference was clear: engagement levels significantly increased, and the depth and quality of responses far exceeded those obtained through traditional channels.

Case Study 2: Reimagining automotive market research for Gen Z

How can meaningful insights be gathered from Gen Z when traditional car dealerships no longer fit their behaviors or expectations? 

In partnership with Puls Marktforschung GmbH, the second Rexee case study demonstrated how immersive technology can transform automotive market research. Rather than relying on physical spaces and real car models—often costly and complex to manage—a complete virtual dealership was created. This digital environment provided Gen Z participants with an experience that felt intuitive, immersive, and tailored to their expectations. 

Participants joined virtual focus groups, each composed of eight individuals, to explore three different car models—all meticulously recreated in 3D. These virtual showrooms allowed for realistic interaction: viewing vehicles from every angle, stepping inside, and comparing features—all from the comfort of their own homes. 

 
This wasn’t just another automotive study. It was an opportunity to rethink research entirely: eliminating the logistical burdens of physical set-ups while opening doors to richer, more scalable qualitative engagement. 

Each session was video-recorded and processed through AI transcription, which removed human bias from interpretation and preserved participants’ spontaneous reactions. The result was a research environment that felt both natural and dynamic—precisely what’s needed to engage a generation accustomed to digital-first experiences. 

Why Rexee is a game-changer for automotive research

Realistic and scaled environments

Rexee recreated expansive virtual spaces that reflected the true scale and presence of real vehicles—offering participants a sense of immersion unmatched by traditional research settings.

Multiple interaction points

A fully designed VR dealership experience included: 

• Welcome area – A space dedicated to introductions and initial questions around purchase intent, setting the stage for authentic participant engagement. 

• Model display zone – Three car models were showcased in detail, allowing users to view each vehicle from multiple perspectives while responding to embedded quantitative prompts. 

• Dynamic media panel – Strategically placed car advertisements played within the virtual environment, encouraging spontaneous reactions and deeper engagement—without the logistical overhead of physical media displays. 

The true innovation of Rexee lies in how it blends quantitative data collection with qualitative exploration—organically. As participants navigated the environment, questions appeared as a seamless part of their journey, not as intrusive interruptions. This integration allowed for more natural behavior, deeper insights, and an experience that felt less like research and more like real life. 

Why researchers and brands are taking notice

Traditional automotive research often comes with a long list of logistical hurdles—renting dealerships, transporting vehicles, coordinating participants across locations. These complexities not only drive up costs but also limit flexibility and speed. 

Rexee removes those barriers entirely. Studies can be conducted anywhere in the world, free from physical constraints. Need to test a new vehicle configuration, color, or interior layout? What once required weeks of preparation and significant investment can now be achieved virtually—in a fraction of the time and cost. 

For researchers and brands alike, this means faster iterations, broader reach, and a level of agility that’s simply not possible with traditional methods. 

Unprecedented flexibility in Market Research environments

With Rexee, flexibility goes far beyond overcoming logistical challenges. It opens the door to testing conditions that would be difficult—or even impossible—to replicate in the real world. 

Need to understand how winter lighting impacts product perception? Or how varying store layouts influence shopper behavior? Virtual environments can be modified rapidly to simulate these scenarios with precision. Researchers gain full control over variables, allowing for deeper experimentation and faster iteration—all without the constraints of physical space or time. 

This adaptability makes Rexee an invaluable tool for brands looking to push the boundaries of what’s possible in consumer insight.

Experience the difference yourself 

These case studies only hint at the potential unlocked when immersive technology is applied to consumer research. While they offer a glimpse into what Rexee can do, the true value lies in adapting this approach to real-world business challenges. 

Whether the goal is to generate deeper insights, gather richer data, or engage hard-to-reach audiences, Rexee offers a new lens through which to understand consumer behavior—more naturally, more effectively, and more dynamically. 

For a deeper look into the findings, or to explore how Rexee can elevate your next research project, get in touch. The future of market research isn’t just coming—it’s already here.