To test this hypothesis multiple independent studies marching samples for full product evaluations and VR stimulus evaluation were conducted with sedan, hatchbacks and compact SUVs. The main goal of these studies was to: 1. Understand the challenges and barriers to using virtual reality content; 2. Determine if VR could be an alternative stimulus approach to full product evaluations; 3. Identify best uses of VR technology; 4. Find strengths and weaknesses of VR stimulus.