Implementation of Sensory-XR in each step of the innovation process
We make shure you‘ll save time and money and increase validitiy of innovation process related data.
Main Stages of Innovation Process
Generate and review ideas quickly and leanly. Identification of product ideas to satisfy current or latent needs of relevant target groups.
Selection of suitable ideas for concretization with the support of Virtual Reality to increase creativity.
Augmented and Virtual Realities can be used to develop and analyze fast and lean concepts.
Development of suitable product and marketing concept tests (e.g. conjoint analysis) to select the best target group-specific concepts.
Augmented Virtualities and Virtual Realities can be used to develop and test fast and lean prototypes.
Virtual prototypes or prototypes in virtual environments achieve a
better process in
Advantages of Sensory-XR Implementation in innovation projects
(Creativity and Think Tank)
applications increase creativity for
idea generation and support the idea assessment through
the realistic and understandable presentation of
innovative problem solutions.
Augmented Reality allows companies to pull the concept out of the screen and drop it into the real world at full scale.
Using Virtual Reality applications, the participants can evaluate virtual innovative product concepts in virtual usage situations.
The use of Virtual Reality in the sensory lab makes the test environment for product testing more realistic in order to increase external validity, Furthermore the use of Augemented Reality facilitates the interaction between test person and the product.
XR applications allow a quick and cost-effective review of the marketing mix decision for new products. Both virtual new products and packaging as well
as virtual test environments
(e.g., supermarkets) are virtual presented .