Home baker wears VR (Virtual Reality) headset in a kitchen.

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. 

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