It is true that, people experience their surroundings and create an interaction due to the visual perspective that they have. It is one of the senses that we instantly depend on in acknowledging what is around us. It implies a quick and therefore unmediated response. For researchers, this is one of the main triggers towards conducting their researches using this sense. Recent mail- and Internet-based surveys are therefore overpowering the old fashioned telephone surveys. It is their great ability to present information necessary, in a manner that generates a more honest and fast reaction or response. In this way, concepts, scales, and question wording are digested in a more simple way, allowing the respondents to give more meaningful responses.

The main limitation of such surveys however is their limited potential to provide a mimetic reaction to the actual process of making a real decision, in a real environment, for consumers. Being in a new place, with new people that you unwillingly aim to impress, changes behavior. It is also altering the results of the research, wasting money and time for the clients that ordered the research.

The 3D animation technology now available for researchers

The 3D animation technology has been recently spreading its usage in various activity fields, such as research. The main aid is that of contextualizing the decision of the consumers in a more realistic way than ever. A 3D animation model is now widely made available for researchers who want to improve their survey results and get one step closer to the real process.

Recent surveys have shown that the use of 3D animation in creating more realistic survey contexts can provide a more accurate and specific prediction for future, in direct comparison to old methodologies. The general engagement in the process is moreover higher than ever obtained. Being able to focus solely on the question at hand, the consumers gave more real responses that are closer to the real decision making. The best news is that using 3D animation for conducting a survey highly lowers the price elasticity of the product set as stimulus.

It is obvious that such benefits are going to mark the development of new and futuristic ways to integrate 3D animation as part of the research process in marketing and advertising as well. As the virtual reality simulates a more credible world for the consumer, the predictions that are made can be closer to the real response. Therefore marketers are hopefully eager to embrace the trend for the next years and turn it into profit.