Conjoint analysis and virtual reality : a review

This paper describes a review of an ongoing research project which aims to develop a conjoint analysis and virtual reality (CA&VR) system as part of a design information system in virtual reality. The research project aims to develop a design system that can be used for interactive design and evaluation of design alternatives. A virtual environment model and dynamic virtual objects representing the different design aspects of interest can present a design. The different design aspects are called attributes. Each attribute level is a different state of the concerned virtual object. In the case of a virtual walk through a building design, the system can be viewed as a visual simulation of the environment. The CA&VR system has the potential advantage that individuals’ preferences can be measured in designed hypothetical choice situations. As part of the ongoing research project, principles underlying the CA&VR system will be illustrated by simple examples. The status of this research project, both in retrospect and in prospect will be described.