The Future of AR
Over the last few years, augmented reality has gone through a renaissance. The technology that layers virtual objects over real-world settings has made major strides in entering mainstream usage. So, what’s next for the technology, what do consumers really think and what does this mean for marketing? Mindshare will share findings from their ‘Futures programme’ - a series of consumer facing studies that use a variety of research methodologies, to help answer some of these questions. For example, they will explore how the brain responds to AR technology versus text or typing alternatives, using neuroscience insights to identify what this means for things like engagement and memory encoding. The session will reveal where the potential for AR really lies and discuss what brands should be thinking about in this space.