More than a quarter of technology executives agree that new innovative products and services are the No. 1 source of digital disruption. Other key areas that present a challenge include new forms of customer engagement and business models, according to research.

Migrating analog processes and data to digital technologies has become increasingly valuable for retailers and manufacturers that want to more closely monitor their supply chain. According to research, well over half of these firms expect to step up dollars for supply chain digitization.

Jaunt is a virtual reality (VR) media company specializing in cinematic experiences. To date, it has raised about $100 million, including funding from The Walt Disney Co. and other major players in the entertainment industry, to develop content creation and distribution tools that bring 360-degree video to the masses. eMarketer spoke with David Anderman, Jaunt’s chief business officer, about how the company works with brands and agencies and the analytics it looks at to measure success.

For the past several years, outdoor apparel brand The North Face has been creating content around athletes going on expeditions to test out its products. In 2015, the company launched 360-degree video to develop an immersive virtual reality (VR) experience with the aim of bringing people closer to those expeditions. The goal was to create a stronger connection with the brand. eMarketer spoke with Eric Oliver, The North Face’s director of digital marketing, about the success of its campaign and some important takeaways from its first experiments with the medium.

Technologies that track and support overall data, customer relationships and social media interactions brought about the best return in stakeholder engagement, according to media and entertainment CEOs.

Retailers are increasingly using in-store digital technologies to enhance the customer experience, and ultimately, drive purchases of products. According to December 2015 research, mobile and digital rewards programs are two of the most used in-store technologies.

Millennials are waiting longer than previous generations to start families, but they’re still interested in becoming homeowners. Jed Kolko, senior fellow at the Terner Center for Housing Innovation at University of California, Berkeley, spoke with eMarketer about the factors that may prevent millennials from owning their own homes.

Many diners have still not encountered in-restaurant tech, but that will likely change as more restaurants provide tech-enabled options. And many plan to this year, according to an October 2015 survey.