We use the latest virtual reality technology to deliver car clinics in a whole new way. Respondents wearing virtual reality headsets view and evaluate 3D imagery of prototype vehicle interiors and exteriors, making their selections by tapping a headset panel. We replicate traditional clinic formats to allow maintenance of benchmarks but offer much more. We use data analytics to interpret eye tracking. And we can show alternative vehicle designs side by side for comparison, as well as different wheel formats or colour washes directly on the vehicle. And we even take a close look at the design options that designers usually don’t get to test, because it’s too costly in conventional clinic formats.
Virtual reality is the future of clinics and many other areas of automotive research, offering better insights faster, and Kantar TNS is leading the way.