Ad Age Outlines Virtual Reality

A look at what some of the players in marketing and advertising are doing.   The general idea has been around for many years, tested many alternatives.  With always the concern that it does not work consistently.  Have we stepped over the threshold?

In Adage: How Virtual Reality Could Change Shopper Marketing, B2B and More ... Gaming Is Obvious Application, But Low Cost Opens Host of Ad and Research Options  ... " 

" ... It would be an alternative to higher-cost real-world or VR test stores such marketers as Procter & Gamble Co., Unilever or Kimberly-Clark Corp. now use to test shopper-marketing efforts today. Now the tests can be done in people's homes or in the offices of retailers without any travel required, with far easier customization to resemble the stores of different retailers..... " 

SapientNitro is mentioned and quoted, here is a post of theirs on the topic.