Exploring the possibilities of conjoint measurement as a decision-making tool for virtual wayfinding environments

Virtual reality systems may have a lot to offer in architecture and urban planning when visual and active environments may have a dramatic impact on individual preferences and choice behavior. Conjoint analysis involves the use of designed hypothetical choice situations to measure individuals' preferences and predict their choice in new situations. Conjoint experiments involve the design and analysis of hypothetical decision tasks. Alternatives are described by their main features, called attributes. Multiple hypothetical alternatives, called product profiles, are generated and presented to respondents, who are requested to express their degree of preference for these profiles or choose between these profiles. Conjoint experiments have become a popular tool to model individual preferences and decision-making in a variety of research areas. Most studies of conjoint analysis have involved a verbal description of product profiles, although some studies have used a pictorial presentation of product profiles. Virtual reality systems offer the potential of moving the response format beyond these traditional response modes. This paper describes a particular aspect of an ongoing research project which aims to develop a virtuai reality based system for conjoint analysis. The principles underlying the system will be illustrated by a simple example of way finding in a virtual environment.