Presence in a Three-Dimensional Test Environment: Benefit or Threat to Market Research?

In market research, the adoption of interactive virtual reality-techniques could be expected to contain many advantages: artificial lab environments could be designed in a more realistic manner and the consideration of “time to the market”-factors could be improved. On the other hand, with an increasing degree of presence and the notional attendance in a simulated test environment, the market research task could fall prey to the tensing virtual reality adventure. In the following study a 3D-technique is empirically tested for its usability in market research. It will be shown that the interactive 3D-simulation is not biased by the immersion it generates and provides considerably better test results than 2D-stimuli do.

Characterizing full-body reach duration across task and viewpoint modalities

The full-body control of virtual characters is a promising technique for application fields such as Virtual Prototyping. However it is important to assess to what extent the user full-body behavior is modified when immersed in a virtual environment. In the present study we have measured reach durations for two types of task (controlling a simple rigid shape vs. a virtual character) and two types of viewpoint (1st person vs. 3rd person). The paper first describes the architecture of the motion capture approach retained for the on-line full-body reach experiment. We then present reach measurement results performed in a non-virtual environment. They show that the target height parameter leads to reach duration variation of ∓25% around the average duration for the highest and lowest targets. This characteristic is highly accentuated in the virtual world as analyzed in the discussion section. In particular, the discrepancy observed for the first person viewpoint modality suggests to adopt a third person viewpoint when controling the posture of a virtual character in a virtual environment.

Transfer of spatial knowledge from a virtual environment to reality: Impact of route complexity and subject’s strategy on the exploration mode

The use of virtual reality as tool in the area of spatial cognition raises the question of the quality of learning transfer from a virtual to a real environment. It is first necessary to determine with healthy subjects, the cognitive aids that improve the quality of transfer and the conditions required, especially since virtual reality can be used as effective tool in cognitive rehabilitation. The purpose of this study was to investigate the influence of the exploration mode of virtual environment (Passive vs. Active) according to Route complexity (Simple vs. Complex) on the quality of spatial knowledge transfer in three spatial tasks. Ninety subjects (45 men and 45 women) participated. Spatial learning was evaluated by Wayfinding, sketch-mapping and picture classification tasks in the context of the Bordeaux district. In the Wayfinding task, results indicated that active learning in a Virtual Environment (VE) increased the performances compared to the passive learning condition, irrespective of the route complexity factor. In the Sketch-mapping task, active learning in a VE helped the subjects to transfer their spatial knowledge from the VE to reality, but only when the route was complex. In the Picture classification task, active learning in a VE when the route was complex did not help the subjects to transfer their spatial knowledge. These results are explained in terms of knowledge levels and frame/strategy of reference [SW75, PL81, TH82].