Enhancing Consumer Insights through VR Metaphor Elicitation.

Sai Priya Jyothula, Andrew E Johnson
{"title":"Enhancing Consumer Insights through VR Metaphor Elicitation.","authors":"Sai Priya Jyothula, Andrew E Johnson","doi":"10.1109/TVCG.2025.3549905","DOIUrl":null,"url":null,"abstract":"<p><p>In consumer research, understanding consumer behavior and experiences is vital for making informed decisions about product design, innovation and marketing. Zaltman's Metaphor Elicitation Technique (ZMET) leverages metaphors and non-verbal communication to uncover and gain deeper insights into consumers' thoughts and emotions. This paper introduces a novel system that enables consumer researchers (interviewers) to perform a modified version of metaphor elicitation interviews in virtual reality (VR). Consumers (participants) use 3D objects in the virtual environment to express their thoughts and emotions, instead of pictures conventionally used in a ZMET interview. The system features an asymmetric setup where the participant is immersed in VR using a head-mounted display (HMD), while the interviewer views the participant's perspective on a monitor. We discuss the technical and design aspects of the VR system and present the results of a user study (N = 17) that we conducted to validate the effectiveness of performing the metaphor elicitation interviews in VR. This work also explores the experiences of both participants and interviewers during the interview sessions, aiming to identify potential improvements. The qualitative and quantitative analysis of the data demonstrated how immersion, presence and embodied interaction positively affect and aid in sense-making and deeper expression of the participants' thoughts, perspectives and emotions.</p>","PeriodicalId":94035,"journal":{"name":"IEEE transactions on visualization and computer graphics","volume":"PP ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2025-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"IEEE transactions on visualization and computer graphics","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/TVCG.2025.3549905","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

In consumer research, understanding consumer behavior and experiences is vital for making informed decisions about product design, innovation and marketing. Zaltman's Metaphor Elicitation Technique (ZMET) leverages metaphors and non-verbal communication to uncover and gain deeper insights into consumers' thoughts and emotions. This paper introduces a novel system that enables consumer researchers (interviewers) to perform a modified version of metaphor elicitation interviews in virtual reality (VR). Consumers (participants) use 3D objects in the virtual environment to express their thoughts and emotions, instead of pictures conventionally used in a ZMET interview. The system features an asymmetric setup where the participant is immersed in VR using a head-mounted display (HMD), while the interviewer views the participant's perspective on a monitor. We discuss the technical and design aspects of the VR system and present the results of a user study (N = 17) that we conducted to validate the effectiveness of performing the metaphor elicitation interviews in VR. This work also explores the experiences of both participants and interviewers during the interview sessions, aiming to identify potential improvements. The qualitative and quantitative analysis of the data demonstrated how immersion, presence and embodied interaction positively affect and aid in sense-making and deeper expression of the participants' thoughts, perspectives and emotions.

查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
求助全文
约1分钟内获得全文 去求助
来源期刊
自引率
0.00%
发文量
0
期刊最新文献
MineVRA: Exploring the Role of Generative AI-Driven Content Development in XR Environments through a Context-Aware Approach. PantographHaptics: a Technique for Large-Surface Passive Haptic Interactions Using Pantograph Mechanisms. How Collaboration Context and Personality Traits Shape the Social Norms of Human-to-Avatar Identity Representation. Single-View 3D Hair Modeling with Clumping Optimization. The Impact of Navigation on Proxemics in an Immersive Virtual Environment with Conversational Agents.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1