# The Advancement of Virtual Reality in Automotive Market Research: Challenges and Opportunities
## 3 Results
### Scientific Mapping
Half of the automotive articles and all the retailing and advertisement articles were related to A \(\times\) B comparison, and all the articles classified as multiple fields of application were based on a systematic literature review. Figure 6: Articles grouped by analysis type. Ref. [10] observed that VR has the most potential for application in the marketing domains of product design and aesthetics, advertising, shopper marketing, multichannel retailing, social interactions, and co-creation of products and experiences, but features such as haptics and motions require additional research. Q2: What are the most recent advancements, challenges, and opportunities in the use of Virtual Reality for automotive market research? Virtual Reality is recognized as a potential medium for analyzing customer wishes and purchases. It is also acknowledged as a method used in market research to reduce costs, timing, and challenges such as physical property relocation required for the research [9]. Virtual Reality enables trials that would be impossible to do in physical study [33], such as research with large numbers of participants on rapidly decaying fresh products or research in multiple surroundings, such as alternative store setups. The following sections highlight the challenges and opportunities afforded by VR in the automotive industry and marketing research. These inputs, based on a set of papers, address the Q2 question, providing a database for VR suitability in automobile marketing research. Limitations and opportunities are not limited to the automotive industry and may have an impact on market research utilization at various levels depending on the research purpose. One of the issues identified in the literature is a lack of depth perception, which primarily affects small distances [24], and users complain about the inability of one eye to focus as well as the other. One suggestion for reducing this problem is to employ a rich environment with shadows and background texture and high-quality colors. The use of multisensory technology, such as haptic feedback, may give immersive feedback that solves the depth perception problem [24]. One of the most commonly highlighted concerns in the simulation done by engineers and designers was the quality of images or pictures [27]. According to [10], the field of view and the resolution of the visual display are key aspects for user immersion and are required for marketing research. Color and texture issues were observed during design review evaluations, compromising user analysis [9]. Surface quality issues such as roughness and the lack of or discontinuous surfaces that do not provide the visual feeling of a vehicle in front of the user [26] also impacted immersion in the analysis. A lack of haptic input can also have a negative impact on the VR analysis. As long as reach perception is sought in VR environments' automobile engineering tasks, there should be no weight, torque, or force [24]. With VR, there is a problem with motion tracking. An ergonomics examination discovered a lack of hand motion monitoring, difficulties, and an uncomfortable body motion tracker suit [9]. Motion tracking and gesture recognition can be combined to enhance the VR experience [26]. Some VR equipment takes little training to use [23; 26], and body motion vests might be uncomfortable [24]. In some areas, a lack of VR training \begin{table}
\begin{tabular}{c c c c c c} \hline \hline  & & \multicolumn{5}{c}{**Field of Application**} \\ \cline{3-6}  & & **Automotive** & **Multiple** & **Retailing** & **Advertisement** \\ \hline \multirow{3}{*}{**Users**} & **Exerts** & 6 & & & \\ \cline{2-6}  & **End Users** & & & 2 & 1 \\ \hline \multirow{6}{*}{**Analysis Type**} & **VR Improvements** & 1 & & & \\ \cline{2-6}  & **Systematic Review** & & 4 & & \\ \cline{1-1} \cline{2-6}  & **A \(\times\) B Comparison** & 3 & & 2 & 1 \\ \cline{1-1} \cline{2-6}  & **Survey** & 2 & & & \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Field of application. may limit its implementation [25].