What VR Insight does

VR Insight (legal entity: VR INSIGHT GmbH) is a Hamburg-based software company that builds virtual reality solutions for the FMCG and retail industries. The company enables consumer-goods manufacturers and retailers to operate immersive 3D shopping environments for shopper research, space management, store planning, and employee training, with formats modeled on real retail settings such as supermarkets, gas stations, drugstores, and pharmacies.

The product suite comprises four integrated offerings. Mimir is a virtual sales environment used to run qualitative and quantitative shopper studies with integrated eye-tracking, gaze-progression analysis, and interaction recording. Sindri is a browser-based 2D space-allocation and planogram tool that draws on an in-house 3D product database and transfers planograms into the Mimir and Ygg VR environments. Ygg is a VR-based 2D/3D store-planning and shopfitting solution that creates digital twins of retail spaces for management cockpits. Iring, the newest product, is a multiplayer online VR application for training, team challenges, and organizational development. All 3D models and environments are produced in-house, and the platform includes import integrations with incumbent space-management systems Spaceman, JDA Intactix, and Symphony Retail.

VR Insight operates a consultative, enterprise-focused go-to-market targeting large FMCG manufacturers and retail chains, primarily in the DACH region with English-language options. Revenue is generated through a mix of studio-based VR shopper-research services, software licensing to market research institutes, 3D modeling and VR showroom implementation services, and subscription-based access to Sindri. Pricing is project-based and quote-driven with no publicly disclosed tiers. Named enterprise customers include Schwartauer Werke, Rotkäppchen-Mumm (with documented group-wide adoption), Rügenwalder Mühle, Ornua Deutschland, and Getränke Hoffmann. The company is led by Prof. Dr. Alexander Kutter as sole managing director (Geschäftsführer) and is structured as an unlisted private GmbH with no disclosed external funding.

Name

VR Insight

Legal name

VR INSIGHT GmbH

Website

https://vrinsight.de

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

VR Insight is a Hamburg-based software company that builds virtual reality solutions for FMCG manufacturers and retailers, combining immersive 3D shopping environments with eye-tracking-based shopper research, space management, store planning, and VR training, sold primarily as project-based enterprise services in the DACH region.

Ownership category

akta.pro rank

Product category

Retail Software / Virtual Reality Shopper Research Software

NAICS

Custom Computer Programming Services (541511), Software Publishers (5132)

SIC

Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

VR-Based Skills Training Simulations (Soft Skills, Customer Service, Leadership) (EDAFAJAA)

Keywords

• Virtual reality software
• Shopper research
• Space management
• Store planning
• Retail digitalization

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. VR Shopper Research Services: Studio-based execution of shopper studies in customized virtual test environments. Pricing based on study scope, number of scenarios, and duration. Quantitative phases run approximately two weeks in field, with reports delivered 2-3 weeks thereafter.
2. Software Licensing: VR platform available for license to market research institutes and research service providers, offering innovative VR-based research capabilities as an additional service offering.
3. 3D Modeling & VR Implementation: Full-service creation of 3D product models and VR environments, including VR showroom implementation as complementary services.
4. Space Management Software (Sindri): Browser-based space management tool for planogram creation and shelf planning, offered as standalone or integrated with VR solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

VR Insight develops and licenses virtual reality software for the retail and FMCG industry. Its core offerings are a suite of VR products — Mimir (immersive shopper research studio), Sindri (browser-based planogram and space management), Ygg (2D/3D store planning and digital twin), and Iring (multiplayer VR training) — complemented by full-service 3D modeling, VR showroom implementation, and custom shopper study execution for FMCG manufacturers and retailers.

Product overview

VR Insight offers a portfolio of VR-based solutions for retail and FMCG manufacturers, combining virtual reality technology with shopper insights and category management expertise. The product suite consists of four core products: Mimir (virtual sales environment for shopper studies), Sindri (2D/3D planogram and space management tool), Ygg (VR-based store planning and shopfitting), and Iring (multiplayer VR training solution). These products can be used individually or integrated, with Sindri directly connecting to Mimir and Ygg. The offerings also include full-service support for 3D modeling, VR showroom implementation, and event-based activations.

Differentiator

Problem solved

Functional benefit

Brands

• Mimir: Virtual sales environment for conducting qualitative and quantitative shopper studies in immersive VR settings. Supports product tests, POS concepts, shelf placements, with integrated eye-tracking and interaction behavior recording.
• Sindri
• Ygg
• Iring

Products and services

• Mimir Virtual sales environment platform for conducting qualitative and quantitative shopper studies in immersive VR. Enables product and design tests, POS and category concept evaluations, placement variants, and display tests in interviewer-led studio tests, with integrated eye-tracking and interaction recording. Used by FMCG manufacturers and retailers for shopper research.
• Sindri Browser-based 2D space allocation tool with 3D product models from the product database, with transfer capability to the VR environment. Enables playful, drag-and-drop planogram creation, shelf planning, crate areas, hook walls, and checkout area planning, with browser-based sharing. Imports from Spaceman, JDA Intactix, and Symphony Retail space management systems.
• Ygg Store planning and shopfitting solution in VR using both 2D and 3D visualization. Enables detailed planning of new retail sales areas before physical conversion, including shelf placement, category assignment, product placement, and POS positioning, and creates digital twins of retail spaces that serve as a data foundation for management cockpits.
• Iring Training and organizational development solution delivered as a multiplayer online VR application. Enables team challenges, gamification, and collaborative learning sessions in virtual shopping environments, for example to communicate category management guidelines to field sales teams.
• Events (VR-based event services) Service offering that uses VR for POS promotions with experiential shopping, communication and collaboration support for sales and marketing teams, and organizational development training programs at internal events, conferences, and sales fairs.
• 3D Modeling and VR Showroom Implementation Services Full-service creation of 3D product models and custom VR environments, plus implementation of VR showrooms as complementary services. In-house 3D modeling underpins the entire VR product suite and ensures highest quality standards and customization for clients.

Quantifiable outcome

• Over 90% of shoppers switch to shopping mode in virtual market, confirming high immersion and realistic behavior
• +4 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• NielsenIQ: NielsenIQ is a leading consumer intelligence and retail measurement firm with global reach across FMCG manufacturers and retailers. It is comparable as a broad incumbent in shopper insights and category management that could package VR-based research into its enterprise offerings, posing a competitive threat to VR Insight.
• Kantar: Kantar is a global market research and consumer insights giant serving major FMCG manufacturers with shopper, category, and retail insights. Comparable to VR Insight as a broader incumbent expanding into VR/immersive research methods to win the same enterprise CPG customers.
• GfK (now part of Ipsos): GfK is one of Europe's largest market research firms with deep FMCG and retail shopper insights capabilities, now operating under Ipsos. It is comparable as a broad incumbent offering shopper research that increasingly incorporates immersive/VR methods, competing with VR Insight for the same enterprise research budgets.
• Ipsos: Ipsos is one of the world's largest market research firms with extensive shopper insights, category management, and POS research capabilities. Comparable to VR Insight as a broad incumbent serving FMCG and retail clients, with growing interest in immersive/VR methodologies that could compete with VR Insight's offering.

Direct peers

• Marxent Labs: Marxent Labs provides VR/AR solutions for retail and commercial spaces, including virtual store visualization, product configuration, and shopper experience tools. Comparable to VR Insight's Ygg and Mimir products in delivering immersive retail visualization for merchandising and shopper engagement.
• Incontext Solutions: Incontext Solutions is a US-based pioneer of VR-based shopper research and retail simulation. It directly overlaps with VR Insight's Mimir-style virtual store studies for CPG and retail customers, sharing a similar value proposition of replacing physical test markets with immersive, behavior-tracking virtual environments.
• StoreLab: StoreLab is a UK-based VR shopper research firm offering virtual store environments for retail and FMCG insights. It is a direct competitor to VR Insight in the European market, targeting similar categories (shopper studies, planogram testing, POS research) with comparable immersive research methodologies.

Emerging players

• Obsess: Obsess is an emerging VR/3D platform for creating immersive shopping experiences and virtual stores, primarily for brand-side marketing and e-commerce. It overlaps with VR Insight at the edge of VR-for-retail but is more focused on consumer-facing virtual shopping rather than B2B shopper research, making it a partial peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/vr-insight-gmbh

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VR Insight