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Virtual Reality (VR)

With the advent of more and more consumer products capable of VR, it is high time to explore the potential this technology has to offer for marketing and market research. VR and AR (Augmented Reality) offer a high degree of experimental control, which is very desirable in many market research studies. Also, VR can help to gather consumer feedback about new products faster and earlier in the development process. GfK Verein is currently evaluating in the potential benefits of these new technologies in two projects.

Virtual Car Clinics

VR technologies could significantly reduce the effort involved in car clinics during which manufactures present their first prototypes. But does the virtual representation yield results that are comparable with real cars? This research question is addressed in a large-scale comparison study.

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Virtual Reality as Shopping Environment

Virtual Reality permits a high degree of experimental control of product representations and shelf design. And Augmented Reality offers new opportunities for purchase decision support. In a cooperation project with the Karlsruhe Institute of Technology (KIT) we explore these possibilities.

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