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Abstract: A Database Driven and Virtual Reality supported Environment for Marketing Studies
Tom Novotny, Kai Jaensch, and Jens Herder. A Database Driven and Virtual Reality supported Environment for Marketing Studies, Journal of the 3D-Forum Society, Vol. 19, No. 4, pp. 95-101, December 2005.
In today's market research mechanisms multi modal
technologies are significant tools to perform flexible
and price efficient studies for not only consumer
products but also consumer goods. Current appraisal
mechanisms in combination with applied computer
graphics can improve the assessment of a product's
launch in the very early design phase or an innovation
process. The combination of online questionnaires,
Virtual Reality (VR) applications and a database
management system offers a powerful tool to
let a consumer judge products as well as innovated
goods even without having produced a single article.
In this paper we present an approach of consumer
good studies consisting of common as well as interactive
VR product presentations and online questionnaires
bases on a bidirectional database management
solution to configure and manage numerous studies,
virtual sets, goods and participants in an effective
way to support the estimation of the received
data. Non-programmers can create their test environment
including a VR scenario very quickly without
any effort. Within the extensive knowledge of
consumer goods, marketing instruments can be de-
fined to shorten and improve the rollout process in
the early product stages.
Keywords:
virtual environments, databases, marketing studies
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