Faculty From McCombs And University Of Mannheim Conduct First Virtual Reality Study In Marketing
- Jun 25, 2021
McCombs assistant professor Sebastian Hohenberg and researchers from the University of Mannheim in Germany conducted the first-ever virtual reality study in marketing research, which found that letting consumers try products in VR enables accurate predictions about how user-friendly these goods will be.
The researchers partnered with Europe’s leading market research institute to develop and test a tool that uses virtual reality to help durable goods manufacturers accurately predict longer-term sales forecasts during development.
Read the full article from the McCombs School of Business.