All surveys inherently contain a potentially deadly flaw - the act of completing a survey does not mimic the true consumer decision-making process. The use of 3D animation helps to mitigate this limitation, giving respondents a more realistic decision-making context. The speakers compare a traditional choice-based conjoint approach with a 3D animation conjoint approach, presenting results from an empirical study. The 3D animation interface is demonstrated. The presentation concludes with a discussion of the utilization of virtual reality environments for almost all future research tasks.