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 FilippHead of Market Research, Burda Publishing...