Which Headset Wins: Quest 3 or Vision Pro? (We asked 100 consumers)
The Meta Quest 3 and Apple Vision Pro are not the world’s first mixed reality headsets, but they each bring immersive media closer to mainstream adoption. The Quest 3 is the most powerful and affordable headset from Meta, enabling quality mixed reality experiences, especially for gaming and entertainment. The Apple Vision Pro is pricier, but has nearly flawless visual quality, making it a full-blown “spatial computer” that is suitable for general productivity applications and compelling immersive experiences.
The question is which of these products is more appealing to consumers?
To answer this, you would normally survey consumers, but studies show that surveys only give surface insights. They don't unlock deep sentiments or the underlying reasons behind those sentiments. The alternative is to run a focus group in which pools of consumers hold thoughtful deliberations. That gives far deeper insights, but you can only engage 8 to 10 people at a time, producing results that are not repeatable. A single loudmouth can sway any group, and running multiple focus groups is slow and expensive.
As a result, it’s been impossible to collect deep insights at statistical scale, until now!
Thinkscape™ enables large groups (up 400 people) to hold real-time conversational deliberations that unlock group insights and amplify group intelligence. For enterprises, it allows hundreds of employees to engage together in unified conversations, brainstorming, and prioritizing in real-time to solve problems and guide plans. For market researchers, it enables the impossible -- conversational focus groups at statistical scale!
Thinkscape is a powerful AI platform that allows large groups to hold real-time conversations that optimize group insights. To demonstrate the speed, power, and flexibility, of Thinkscape we had 100 consumers login to Thinkscape and we asked them about the Vision Pro and Quest 3. The whole process took less than 30 minutes and generated deeper insights than a full month’s worth of traditional focus groups and yielded statistically significant results.
Specifically, we showed ads for each product — Meta Quest 3, Apple Vision Pro. Then we asked the group to deliberate on three separate questions:
Which ad will make more people want to buy the product and why?
Which vision of "mixed reality" will be more appealing to a mass audience?
Which product line (Vision Pro or Quest) will be the bigger success over time and why?
When we asked the real-time group of 100 consumers to deliberate about these ads, we discovered that believed strongly that the Meta Quest 3 ad was more effective, with the Meta ad receiving a 1.10 Sentiment Score and the Apple ad a 0.55. They liked the Quest 3 for its depiction of the gaming experience and overall versatility.
Here is the automated summary that was generated while the 100 consumers deliberated as collective intelligence. As you will see in the video below, because Thinkscape enables large groups to deliberate in real-time, their collective views can be expressed through a “pluribus avatar” that gives voice the group:
Next we asked the CI which product would be more appealing to a mass audience. Again, they strongly supported the Meta Quest 3, this time even more so, with Meta receiving approximately 5x higher sentiment score than Apple for mass appeal (1.23 vs. 0.23 Sentiment score). One of the benefits of using Thinkscape is the interactive nature of the conversation. The chart to the right is a Dynamic Preference Analysis that shows how participants changed their sentiment over the course of the conversation. Views were fairly mixed early on, but as the group deliberated in real-time, a strong sentiment emerged indicating that the Meta Quest 3 is more appealing product for consumers.
Finally we asked which product line would be the bigger success over time. Once again, the group predicted the Quest 3 would be more successful (1.12 vs. 0.63 Sentiment score). They cited Meta's existing audience and price as key factors, but here’s where it gets interesting. Using Thinkscape Insight Studio, we are able to see that while sentiment for Meta won out over Apple, at about the 200 second mark, Apple started closing the gap. Participants cited Apple's brand loyalty and its unparalleled reputation for innovation and quality as reasons why the Vision Pro would gain significant market share despite the large price difference. Ultimately, consumers see both brands as establishing a strong following.
Want to see the full report on the Quest 3 vs Vision Pro? Give us your best email address HERE and we’ll email it to you right away.
