Technology has changed the way marketers interact and engage with customers and data. New and exciting technologies are emerging but there is little consensus about their relative importance beyond the initial hype. Augmented reality (AR) is one such technology that has the potential to facilitate dialogue and interaction between physical and digital worlds potentially leading to the creation of value for both customers and organizations. In this chapter we propose that AR can also aid the research process and generate deeper and more meaningful customer insights which will aid the reduction of customer-perceived risks. This chapter emphasizes the importance of AR in marketing and seeks to encourage discussion of the potential uses for AR in overcoming traditional limitations in marketing and customer research.
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