VIRTUAL-REALITY TECHNIQUES IN NPD RESEARCH

New product development (NPD) is risky, particularly when not supported by market research. Virtual environment research techniques such as Information Acceleration and Visionary Shopper hold much promise because of the way they cut the NPD timescale and enable consumers to evaluate really new ideas. When combined with new market research models, such as SERVASSOR, they quickly and reliably provide more insight about likely consumer response.