Virtual reality meets traditional research

Date of publication: September 3, 2017

Company: GfK


In order to compare the traditional research approach- CAPI (Computer Assisted Personal Interview)- with the VR approach, an empirical study was conducted using a sequential monadic design. The study was designed to help us to reach the following objectives:

- Evaluate the feasibility of VR as a new method for data collection; - Compare the user experience in the two study environments (VR vs CAPI) and the impact on respondents' engagement;

- Understand the effect of different study environments (VR vs CAPI) on the respondents' product preferences and behaviour.

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