The Ipsos research institute has incorporated virtual reality tools to recreate real shopping scenarios, with the aim of achieving "a deeper knowledge of the consumer, buyer or user". From an image recorded in 360º, Ipsos can recreate an experience and test, for example, new packaging designs, combining neuroscience techniques (recording brain activity) or eye tracking (which records eye movement). From the point of view of marketing research, this tool would be an example of: a) Online survey technique. b) Quantitative technique. c) Projective technique. d) Observation technique.

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