Displaying product arrays in Virtual Reality (VR) rather than in a real store, offers a high degree of experimental control, making the technology an ideal candidate for studying shopping behavior. A crucial precondition is, however, comparability of results to real-world shopping behavior. To address this, an initial question to be answered is how the decision making process in a virtual shopping environment differs from shopping online on the one hand and in a brick-and-mortar retail store on the other hand. But new VR and Augmented Reality (AR) technologies also offer unique opportunities not available in regular supermarkets. For instance, they could support decision making by guiding product search or adaptively providing additional information that is important for a shopper. The GfK Verein is currently addressing these research questions and topics in an interdisciplinary cooperation with scientists from the Karlsruhe Institute of Technology (KIT), the Cognitive Interaction Technology Center of Excellence at Bielefeld University (CITEC), and the marketing department of the University of Southern Denmark (SDU).
PD Dr. Jella Pfeiffer, KIT https://im.iism.kit.edu/team_421.php
M.Sc. Christian Peukert, KIT https://im.iism.kit.edu/team_1060.php
Dr. Thies Pfeiffer, CITEC https://www.cit-ec.de/de/zentrallabor/staff/dr-rer-nat-thies-pfeiffer
Prof. Dr. Martin Meißner, SDU http://findresearcher.sdu.dk:8080/portal/en/person/meissner