Winner of the 2020 GOR Best Practice Award!

Posted on 14th September 2020 by Berlin in Uncategorized

Happy Thinking People is delighted to be the Winner of the 2020 General Online Research Conference* Best Practice Award !

Our paper – held jointly by our own Katrin Krüger (Senior Project Director) and the wonderful Electrolux client Jessica Adel (Consumer Insights Director, Electrolux AB Europe) – was a case study showing how the interplay of Virtual Reality and classical qualitative approaches worked successfully to deliver powerful usability and design insights in the area of white goods.

Agility and More


The paper highlighted numerous benefits of working with virtual prototypes. These included flexibility – not just in terms of optimising prototypes quickly, but also how it freed up designers’ mindsets. Having a physical prototype binds designers more tightly to “their baby”, whereas with virtual renderings there was a greater openness for improvements.

The research also demonstrated that the approach works across age groups, including more mature cohorts.

Insights on quality – materials and colour for example – were also possible, especially in the focus group sessions that followed the VR interaction.



Confirmation that this type of approach is worth pursuing more broadly came from the subsequent wave of research, a quant-validation module, where the item optimised (a fridge-freezer) outperformed the best-in-class competitor on key metrics.

In summary: we’re proud – and happy ;) – to be selected as the winner amongst what leading MR online portal described as “top-class competition”.

If you’d like to find out more, please get in touch.



* The General Online Research Conference – – happens annualy and has been running for over 20 years. In 2020 it was held virtually for the first time ever.

Like what you see?

Happy Thinking People GmbH
Blumenstr. 28, D-80331 München
Tel: +49 89 290040 4000
Fax: +49 89 290040 4027

Happy Thinking People GmbH
Rosenstr. 17, D-10178 Berlin
Tel: +49 30 327986 8600
Fax: +49 30 327986 8620

Happy Thinking People AG
Stauffacherstr. 101, CH-8004 Zürich
Tel: +41 44 204 16 26
Fax: +41 44 204 16 27

Happy Thinking People Pvt. Ltd., 201, Sai Nara Building, 21 North Avenue,
Linking Road (Above Kotak Mahindra Bank), Santacruz (West), Mumbai, 400 054
Tel: +91 226 6905400
Fax: +91 226 6905454

Happy Thinking People France SAS
20, rue des Capucines, F-75002 Paris
Tel: +33 1 53 66 60 95
Fax: +33 1 46 27 05 35