Prof. Yvonne van Everdingen, a professor at the Rotterdam School of Management, discussed the value of Virtual Reality (VR) and Augmented Reality (AR) in her recent inaugural speech. She highlighted how these technologies can benefit companies, consumers, and society, exploring their applications in marketing and marketing research. Her research includes investigating the impact of AR on product returns in online shopping, the potential of VR as a replacement for live entertainment events, and how VR can enhance research methods, with a future focus on healthcare applications.