Studying new product performance in virtually created retail environments

Bernhard Treiber and Dieter Bock

This paper describes recent attempts to use virtual reality components for studying the in-market performance of a new product at the pre-launch stage.

Studying New Product Performance In Virtually Created Retail Environments

Dieter Bock Langnese-Iglo, Division of UnileverBernhard Treiber Treiber + Partners

Simulated Test Markets: Current Problems

Successful product development (PD) is mostly viewed...

Learn more Get a demo