Beyond Screens

Date of publication: October 1, 2024

Catalogue: Congress 2024

Abstract:

The world of market research is constantly changing, seeking new and innovative ways to understand consumer behaviour. While traditional methods like surveys and focus groups have served their purpose, what if the entire process could be redefined? Extended reality (XR) presents a powerful tool to achieve this. Imagine placing consumers in realistic, immersive scenarios, allowing them to interact with products or services in a simulated environment. This exciting technology has been around for a while, but the question remains: how can we leverage XR to unlock a deeper insight and a better understanding of consumer behaviour? Market research may stand at a turning point, as spatial computing promises to revolutionise the way we gather data, unlocking new frontiers of understanding and insight. Extended reality is a fundamental component of spatial computing, which involves the interaction between humans and machines within the physical world, not solely through a display. A deeply innovative experience that redefines space and physical objects, potentially integrating them into the virtual experience. Extended reality (XR) is an umbrella term embracing all computer-generated environments that merge the virtual world with the physical world, delivering immersive experiences to users worldwide. XR includes mixed reality (MR), augmented reality (AR) and virtual reality (VR).

Anna Trifiro

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Mario Ramic

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Riccardo Tumminello

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Alessandro Imborgia

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Ennio Armato

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