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AUTOMOTIVE MARKETING RESEARCH AND VIRTUAL REALITY: AREVIEW OF RECENT PATENTS

PESQUISA DE MERCADO AUTOMOTIVO E REALIDADE VIRTUAL: UMA REVISÃO DA PROSPECÇÃO TECNOLOGICA.

Alexandre Costa Henriquesa, Ingrid Winkler;

Artigo completo:

Virtual Reality (VR) is becoming a fast-growing technology and research hasshown that may reduce development cost and improve timing to market for newvehicles. This study aims to characterize profiles of the technological prospection ofvirtual reality application in automotive marketing research. This study investigates thepatenting activity to map out the technological progress in this area. On this basis, wefound applications in recent decades, characterized by few inventors and with theUnited States presenting the largest number of records. We conclude that patentapplications demonstrate the importance of the study subject and identified that mostcommonly patent application are related to apparatus able to automatic readparticipants reactions in a virtual environment.

Artigo completo:

A realidade virtual está se tornando uma tecnologia de rápido crescimento, e pesquisas mostram que a mesma pode reduzir o custo e tempo de lançamento de veículos. Este estudo tem como objetivo caracterizar perfis de prospecção tecnológica de aplicação da realidade virtual na pesquisa de mercado automotivo. O mesmo investiga a atividade de patenteamento para mapear o progresso tecnológico nessa área. Nesta base, encontramos publicações caracterizadas por poucos inventores e com os Estados Unidos com o maior número de registros. Concluímos que os mesmos demonstram a importância do objeto de estudo e identificamos que os registros tem como aplicação mais comuns aparelhos capazes de ler automaticamente as reações dos participantes em um ambiente virtual.

Palavras-chave: Virtual Reality; Marketing Research; Product Development; Automotive,

Palavras-chave: Realidade Virtual; Pesquisa de Mercado; Desenvolvimento de Produto; Automotivo.,

DOI: 10.5151/siintec2020-AUTOMOTIVEMARKETING

Referências bibliográficas
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Como citar:

Alexandre Costa Henriquesa, Ingrid Winkler; "AUTOMOTIVE MARKETING RESEARCH AND VIRTUAL REALITY: AREVIEW OF RECENT PATENTS", p. 526-534 . In: Anais do VI Simpósio Internacional de Inovação e Tecnologia. São Paulo: Blucher, 2020.
ISSN 2357-7592, ISBN: 2357-7592
DOI 10.5151/siintec2020-AUTOMOTIVEMARKETING

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