Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?
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.
3D user Interfaces
JVRB - Journal of Virtual Reality and Broadcasting