Virtual reality meets traditional research

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

Introduction

Virtual Reality (VR) is becoming more widely available for consumers. The GfK Tech Trends Report 2017 shows an increased consumer interest in VR with 40% of UK consumers, above 18 years old, intending to buy a VR device in the next 12 months....