PT Journal
AU Berneburg, A
TI Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?
SO JVRB - Journal of Virtual Reality and Broadcasting
PY 2008
VL 5(2008)
IS 1
DI 10.20385/1860-2037/5.2008.1
DE 3D user Interfaces; Market Research; package simulation; product simulation; test environments; virtual reality
AB In market research, the adoption of interactive virtualreality-techniques could be expected to contain manyadvantages: artificial lab environments could be designedin a more realistic manner and the considerationof “time to the market”-factors could be improved. Onthe other hand, with an increasing degree of presenceand the notional attendance in a simulated test environment,the market research task could fall prey tothe tensing virtual reality adventure.In the following study a 3D-technique is empiricallytested for its usability in market research. It will beshown that the interactive 3D-simulation is not biasedby the immersion it generates and provides considerablybetter test results than 2D-stimuli do.
ER