In a project on virtual car clinics, the GfK Verein explores potential applications of virtual reality (VR) technologies in market research specifically for the automotive industry. During the product development process, with the help of VR technologies data collection could be greatly simplified: Car clinics could take place simultaneously in different countries, with much less demand in terms of test location size and setup effort.
At the same time, manufacturers can receive early feedback about different design options before a real prototype can even be produced. Car manufactures typically conduct so-called car clinics in which a prototype of a new model is presented and tested along with competitor vehicles.
