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

Zeineb Farhat

Journal of Information Technology Teaching Cases2026https://doi.org/10.1177/20438869261423222article
AJG 1
Weight
0.50

What the paper says

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.

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https://doi.org/https://doi.org/10.1177/20438869261423222

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@article{zeineb2026,
  title        = {{Exploring Virtual Reality (VR) and Extended Reality (XR) in market research: A case study of FFIND’s immersive interview solutions}},
  author       = {Zeineb Farhat},
  journal      = {Journal of Information Technology Teaching Cases},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/20438869261423222},
}

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

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.