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...

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