Print concept development at the fuzzy-front end

Bernhard Treiber and Ulf-Dieter Filipp

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...

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