Artigo completo - Open Access.

Idioma principal | Segundo idioma

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
  • [1] MILGRAM, Paul; KISHINO, Fumio. A taxonomy of mixed reality visual displays. IEICE TRANSACTIONS on Information and Systems, v. 77, n. 12, p. 1321-1329, 1994. 2 WOLFARTSBERGER, Josef. Analyzing the potential of Virtual Reality for engineering design review. Automation in Construction, v. 104, p. 27-37, 2019. 3 ABIDI, Mustufa H. et al. Virtual ergonomic assessment of first Saudi Arabian designed car in a semi-immersive environment. Procedia Engineering, v. 64, p. 622- 631, 2013. 4 BALDIN, Roberto, Ford Turns to At-Home VR to Keep Vehicle Development on Track. Caranddrive, 2020.Disponível em: < . Acesso em 10 de jul. de 2020. 5 LAWSON, Glyn; SALANITRI, Davide; WATERFIELD, Brian. Future directions for the development of virtual reality within an automotive manufacturer. Applied ergonomics, v. 53, p. 323-330, 2016. 6 WEDEL, Michel; BIGNÉ, Enrique; ZHANG, Jie. Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 2020. 7 MD HASHIM, A. The application of experimental aesthetics to a marketing research method in the automotive industry. In: Conferences on Arts, Social Sciences & Technology iCast. 2012. 8 DE LIMA SILVA, Vanessa et al. Technological Prospection of Oil Nanoparticles: Primary Characteristics and Profiles. Recent Patents on Nanotechnology, 2020. 9 CPA Global launches Innography software in the Asia market. Business Insider, May.17,2018.Disponível em: < https://markets.businessinsider.com/news/stocks/cpa- VI INTERNATIONAL SYMPOSIUM ON INNOVATION AND TECHNOLOGY (SIINTEC) "Challenges in science, technology and innovation after COVID-19" ISSN: 2357-7592 global-launches-innography-software-in-the-asia-market-1024771080# > Acesso em: 10 jul. 2020. 10 PRADEEP, Anantha; KNIGHT, Robert T.; GURUMOORTHY, Ramachandran. Neuro-feedback based stimulus compression device. U.S. Patent n. 9,886,981, 6 fev. 2018. 11 REGISTER, Thomas Lee; TROTTIE-REGISTER, Dionne; TROTTIE, Charmaine. System and method for collecting market research data. U.S. Patent n. 9,881,310, 30 jan. 2018.. 12 PRADEEP, Anantha; KNIGHT, Robert T.; GURUMOORTHY, Ramachandran. Multimedia advertisement exchange. U.S. Patent n. 8,335,716, 18 dez. 2012. 13 EDWARDS, Mark. Virtual reality system for environment building. U.S. Patent n. 8,341,022, 25 dez. 2012
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

últimos 30 dias | último ano | desde a publicação


downloads


visualizações


indexações