Virtual reality meets traditional research

Date of publication: September 3, 2017

Company: GfK Group

Abstract:

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.

  • PDF
  • This could also be of interest