How VR and AI are being used in market research

This report discusses examples of how virtual reality and artificial intelligence are currently being used in consumer research and possible future directions.

How VR and AI are being used in market research

Brian Carruthers

Virtual reality, augmented reality and artificial intelligence are yet to find their niche in consumer market research, but at the very least they are proving a useful add-on to more traditional methods, if not yet, as some have predicted, a replacement. The Qual360 conference, held in Amsterdam in February 2017, heard several examples of how these technologies are currently being used and possible future directions.

Virtual reality

Car manufacturers in particular are attracted to VR. Ford's Immersive Environment Lab, for example, enables designers and engineers globally...

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