# The Advancement of Virtual Reality in Automotive Market Research: Challenges and Opportunities
## 4 Discussion

Table 3: Challenge and opportunities identified. some level of physical manipulation and interactions connected with a virtual process, could also be a remedy to this challenge. Environments that allow customers to wander around the virtual asset, which simulates the same experience as a conventional car clinic with a physical asset, should strengthen the association. To decide how realistic this experience should be, a balancing between the needs of a larger VR area and the advantage of customers being more immersed in the clinic should be undertaken. Many simulation opportunities, such as opening a door or manipulating mirrors, may be accomplished virtually, but these do necessitate refinement in Virtual Reality stimuli and potentially more robust equipment to process such data without losing customers' feeling of movement. Another advantage of Virtual Reality is the opportunity to conduct the clinic in a considerably more appealing atmosphere than is afforded by physical survey. VR can provide the buyer the impression that they are in a friendlier location, such as a park, vast showroom, open atmosphere, and so on. This approach is challenging and costly to implement in a physical car clinic, especially when confidentiality and security considerations are addressed. Customers prefer not to come too close to the car when depth perception concerns are most apparent; therefore, that may not be an issue in market research for exterior design testing experimentation. Customers may be bothered by vehicle interior feedback because most customer interfaces and verifications are performed at close proximity to the stimuli. The specification of the Head-Mounted Display (HMD) may also lessen depth perception concerns, so it is critical to determine the best hardware depending on the intended survey outcome. Different textures and colors are presented with small samples or 2D images in physical stimuli, rather than in a vehicle environment, because this would considerably increase the complexity of stimuli to be done. Virtual Reality enhances the opportunity to test various colors and textures in the vehicle surroundings. Through sensors, current VR technology may provide visual texture and basic haptic experience. This difficulty may be readily overcome by combining virtual and actual surroundings. Small physical samples of color and texture taken outside of the virtual environment can be used in the same manner as physical clinics are now operated without the need for several pricey physical stimuli. This can be utilized if VR gear is not available or to lower the expense of virtual vehicle clinics. Some difficulties should have a significant impact on car clinics. Customers, for example, must be immersed in a virtual setting comparable to what they would be in the real world for vehicle clinics. On that basis, the intuitiveness of the VR equipment, cybersickness, haptic, and physical collisions should all be considered. Concerns about intuitiveness in immersive car clinics can be alleviated by selecting appropriate VR devices and delivering consumer instruction prior to the survey. Respondents can experience cybersickness, which is most seen after lengthy periods of use. Car clinics are normally accomplished in a couple hours with some interruptions, such as coffee breaks. These pauses can be timed in a way that minimizes cybersickness; similarly, paying attention to participants' well-being allows for schedule changes. Customers' immersion in the event would be enhanced via haptic feedback and physical collision. Most interactions with prototypes at car clinics are directed by hand-eye coordination, allowing a customer's eyesight to complement hand movement and touch; haptic sensor gloves might support this perception in a virtual environment. Another option is to utilize a hybrid technology, also known as mixed reality, in some parts of the automotive industry, which combines Virtual Reality with a simple physical asset that customers can touch.