Research Tips

Real Time 3D Testing of Products and Packaging

Sometimes the objective of a research project is to test reactions to a new product concept or packaging for a new or existing product. Traditionally, this has been done using drawings or physical prototypes; however, modern computer software makes it possible to test reactions to physical objects in 3D and in real time. This allows the objects to be manipulated during the course of the dialog with the research participants to represent what for them would be the optimal design as opposed to just testing reactions to static, predetermined prototypes or drawings. When done in the context of a virtual world, researchers and participants don’t even need to be in the same physical location to do this type of testing.