Key Learnings

Virtual Reality is useful as a research method for hardware prototypes and design aspects.

Necessary study preparations and technical setup is easier than expected

Participants can immerse in the virtual reality really quickly.

Details

An engaging user experience is crucial for the successful marketing of sustainable products. With this contribution, the market research firm eye square presents the combined results of two studies on the subject of the product design and user experience of the Little Sun “Charge.” The Little Sun “Charge” is a mobile high-performance solar charger, featuring a robust inbuilt lamp. It was developed especially for those living in areas with limited access to electricity, but is also sold in industrial nations – here at a higher price in order to offer the product at cost in African countries. As a first step, eye square ran an online survey to identify market potential, target group, and pricing before the product’s launch. A second study then evaluated the unboxing experience and overall user experience by testing different packaging and product designs with the help of virtual reality glasses with integrated eye-tracking. While wearing the HTC Vive, consumers could interact with different variations of the product in a 3D virtual environment; the integrated eye tracking was used to understand their perception and involvement, as well as to identify strengths and weaknesses in the product design. This holistic research approach takes both behavioral and affective data into account. It can therefore inform the ideal marketing strategy in terms of product design and pricing, and can offer a major step towards product success.

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