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Master Thesis

La réalité virtuelle : le potentiel de nouvelles méthodologies pour un meilleur reflet des comportements consommateurs en milieu naturel

Abstract : In an increasingly intense competitive environment, the quest for data has become a major challenge for companies. It’s through them that they will be able to make choices and imagine the future of their products or services. But they still need to bereliable and predictive. Through this dissertation we will see that this is often not the case. Indeed, consumer tests do not necessarily take into account the contextual environment, which is a major factor influencing decision making. However the development of a technology will change this situation. This is virtual reality. By immersing panelists in an artificial environment, it will enable them to project themselves into the use of a product or service as if they were consuming it inreality. Data with a stronger ecological validity will emerge, which will enable companies to use this to meet their customers’ expectations in a better way.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-03151130
Contributor : Grenoble Iae <>
Submitted on : Friday, March 19, 2021 - 11:01:36 AM
Last modification on : Tuesday, April 6, 2021 - 3:23:33 AM

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  • HAL Id : dumas-03151130, version 1

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Corentin Bezat. La réalité virtuelle : le potentiel de nouvelles méthodologies pour un meilleur reflet des comportements consommateurs en milieu naturel. Gestion et management. 2020. ⟨dumas-03151130⟩

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