# The Advancement of Virtual Reality in Automotive Market Research: Challenges and Opportunities
## 3 Results
### Scientific Mapping
According to [26], visual-spatial information is critical for customers to engage in virtual experiences, and the display of 3D VR notably boosted participants' awareness of visual-spatial information and helped participants correctly associate with product accuracy. Product manipulation improves perceived informativeness by enabling customers to process information selectively and focus on key information, hence boosting customer perception or product understanding. This engagement can be achieved by allowing control devices to mimic more realistic activities, such as physically examining items and feeling their textures [27]. Immersive walking and gesture recognition increase product desirability and improve the virtual experience. Small-product studies show that Virtual Reality devices with product manipulation capabilities produce greater customer feedback in association with the physical environment than platforms without manipulation. One of the challenges is the movement constraint that characterizes the Virtual Reality technology, as few devices include a lightweight wireless feature that allows users to freely move as they would in the real world [30]. To engage clients in the virtual environment, it is critical to allow them to interact with the products in the same way that they would interact in the real world. Mimicking physical activities in Virtual Reality, such as placing things in a basket or pushing a shopping cart in a virtual store, have the potential to boost customer engagement in the virtual environment. Age may influence customer approval of the use of Virtual Reality. According to one study, groups between the ages of 15 and 45 have a more favorable response to the usage of Virtual Reality in field exploration than groups between the ages of 45 and 60 [29]. Cybersickness challenges was mentioned by a limited number of individuals [29] must be considered as long well as the current cybersecurity vulnerability of Virtual Reality [30]. Due to Virtual Reality hardware constraints (such as sensor placement), the dedicated physical setting needed in some applications might also provide a hurdle to marketing research [30]. In marketing research, the intuitiveness of the VR system is also noted as something that must be addressed. If the system is not simple, it may necessitate one to two days of practice for inexperienced users [26]. According to a survey conducted in Malaysian automakers, the top five challenges to the adoption of Virtual Reality in the automotive sector are a lack of skilled individuals, time to become expert, a lack of information about VR, software cost, and hardware cost [25]. The prioritization of these challenges varies by region, and it has been observed that software and hardware costs can have a substantial influence on non-global automakers. According to [28], one of the most important technologies is gaze tracking (eye tracking), which can provide additional insights to regular surveys by evaluating dimensions such as satisfaction, brand preference, or enjoyment. Ref. [10] also emphasized the four primary categories of data to be acquired from VR systems to evaluate their effectiveness: objective, digital, neurophysiological, and self-reported data. These findings in the scientific papers are consistent with the patent analysis that revealed autonomous body movement and neural reaction recognition as a recent advancement of Virtual Reality with opportunities for automotive marketing research application.