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OALib Journal期刊
ISSN: 2333-9721
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Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?

Keywords: Market Research , 3D User Interfaces , Virtual Reality , Product Simulation , Package Simulation , Test Environments

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Abstract:

In market research, the adoption of interactive virtual reality-techniques could be expected to contain many advantages: artificial lab environments could be designed in a more realistic manner and the consideration of “time to the market”-factors could be improved. On the other hand, with an increasing degree of presence and the notional attendance in a simulated test environment, the market research task could fall prey to the tensing virtual reality adventure.In the following study a 3D-technique is empirically tested for its usability in market research. It will be shown that the interactive 3D-simulation is not biased by the immersion it generates and provides considerably better test results than 2D-stimuli do.

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