Augmented reality as a marketing research tool

Abstract

Augmented reality (AR) is a promising and emerging technology in marketing. Nevertheless, little is known about its application in marketing research. The following study aims to evidence AR potential in this field through three different approaches: a previous literature revision about AR, a systematic literature review in the form of bibliometric analysis about AR in marketing and an empirical study based on an exhaustive website content analysis about AR in marketing research. Literature revision explains AR features and proves its increasing adoption. The bibliometric analysis has revealed that this topic lacks a cohesive academic framework while there are numerous publications about AR in other marketing areas all over the world. Furthermore, website content analysis exposes generalized interest in this technology by the market research industry but not a widespread usage. These results show the opportunity for innovative market research companies of all sizes to differentiate from their competitors applying this technology to their solutions. Future directions of AR as a marketing research tool are also explored.