Greenlight Insights, a leader in research services for the global virtual reality industry, has been selected by Mercedes Benz Fashion Week Russia to study the use of virtual reality in the fashion industry and measure the impact of first exposure among fashion-oriented consumers.

At the Mercedes Benz Fashion Week Russia in March 2016, 300 attendees received a branded Google Cardboard and were asked to participate in a special Virtual Reality booth. Attendees were solicited about their experience using a custom online survey.

The study conducted by Greenlight Insights is one of the first large-scale qualitative research programs conducted with potential virtual reality early adopters in Eastern Europe. It's also one of the first studies performed with fashion-focused consumers. Greenlight Insights will work with Mercedes Benz Fashion Week Russia to leverage Greenlight Insights' expertise in conducting international VR-focused panel studies.

"The U.S. market for VR opportunity has been well studied by industry analysts, but little is known about how mainstream consumers across different regions will embrace these new technologies," says Clifton Dawson, Founder & CEO of Greenlight Insights. "Understanding these dynamics, as well as value exchanged between brands and users trying virtual reality for the first time, is a responsibility Greenlight Insights takes seriously, and so we are excited to partner with Mercedes Benz Fashion Week Russia on this project."

"In the Western World,  early adopters for VR come from the Gaming Industry. In Russia, the early adopter is the country's most prominent Lifestyle Influencers and Cultural Tastemakers, " says Craig Arend, Mercedes Benz Fashion Week Russia consultant and 360-video cinematographer.

For more information on Greenlight Insights' consumer research, order your copy of the latest Virtual Reality Consumer Report at greenlightinsights.com/reports.