Print concept development at the fuzzy-front end

This paper describes applications of virtual reality shopper research systems for improving the presentation of print concepts to consumers, and for collecting relevant purchase data in a computer-generated shelf environment.

Print Concept Development At The Fuzzy-Front End

Using virtual-reality technology to better understand and predict reader decisions

Bernhard Treiber Research Director, Treiber + Partners, Germany. andUlf-Dieter Filipp Head of Market Research, Burda Publishing Center GmbH, Germany.

CHANGES IN CONCEPT RESEARCH – A BRIEF OVERVIEW

Concept development in general shows the following structural features:

  • a more or less vast complexity of combining critical elements and components into meaningful concepts for new products and services;
  • a resulting multitude of available concept choice options;
  • high uncertainty about likely reactions among target groups on the demand side (e.g. among readers...

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