Gorilla in the Room, a pioneering tech start-up, is setting its sights on global markets after securing fresh funding. Known for its innovative virtual and augmented reality solutions, the company aims to transform the market research industry.
The recent investment led by Mercia Fund Managers is set to fuel the company’s ambitious plans to expand its product offerings and establish a stronger international presence. With an existing high-profile client base, Gorilla in the Room is poised to revolutionise consumer insights through immersive technology.
Empowering Research with VR and AR
Founded in 2016, Gorilla in the Room specialises in developing VR and AR products tailored for the market research sector. These technologies provide researchers with novel tools to gather more robust consumer data, thereby enhancing the accuracy of marketing predictions.
The company collaborates with various high-profile clients, including Ipsos and WPP, leveraging its cutting-edge solutions to innovate traditional market research methods. By immersing participants in realistic scenarios, Gorilla in the Room aims to enhance data quality significantly.
Vision for Industry Transformation
Co-founder and CEO, Jonathan Barrowman, envisions VR and AR becoming standard tools in market research within the next three years. He highlights their potential to surpass current methodologies, offering deeper insights into consumer behaviour.
“Our products will transform market research more than behavioural economics,” asserts Barrowman, emphasising the revolutionary impact of these technologies.
Strategic Investment for Growth
The seed investment from Mercia Fund Managers is a strategic move to support Gorilla in the Room’s expansion plans. This funding will enable the company to enhance its product pipeline and drive international growth efforts.
Mercia’s investment associate, Chris Kilroy, expresses confidence in the team, praising their commercial acumen and expertise indispensable for leading global market shifts.
Kilroy notes the extensive applicability of immersive technologies across sectors, from gaming to education, underscoring the strategic significance of their investment.
Innovative Applications in Market Research
Gorilla in the Room’s VR and AR tools offer an alternative to traditional focus groups and surveys by simulating real-life environments. This approach facilitates a more comprehensive understanding of consumer responses.
These immersive experiences, ranging from virtual supermarkets to augmented product trials, allow researchers to explore new dimensions in consumer testing and product development.
Harnessing Immersive Technologies
The potential of VR and AR technologies in market research lies in their ability to create engaging, realistic environments for test subjects. This not only enhances participant engagement but also yields richer data.
Such advancements in technology are not confined to market research alone, as highlighted by Kilroy. The tools have the potential to reshape various industries, making them invaluable assets.
Commitment to Innovation
Gorilla in the Room is committed to continuous innovation, driving the adoption of VR and AR in market research globally. The team is focused on paving the way for these technologies to become integral in research practices.
By advancing their product suite and expanding internationally, Gorilla in the Room solidifies its position as a leader in immersive market research solutions.
Future Prospects
Heading into a new phase of growth, Gorilla in the Room is dedicated to leveraging its recent funding to solidify its market position and expand its global influence.
With strategic funding and a visionary approach, Gorilla in the Room is well-positioned to lead a transformation in market research. Its commitment to leveraging VR and AR technologies will redefine how organisations understand consumer behaviour.