For decades, marketers have relied on the Intent to Buy rating scale to assess customer purchase behavior when presented with a product or in-store concept. The Intent to Buy question is just one part of the traditional survey used by researchers, and focuses on what percentage of people say they would likely purchase a product. For decades it has been the best metric given the tools available. But that’s no longer the case—virtual reality research can now provide companies with observed purchase behavior. Read full document

Did you know that in the alcohol and spirits category, 40 percent of U.S. consumers who buy alcoholic beverages haven’t decided what they’re going to purchase when they walk into the store? Twenty-one percent end up changing their mind in store, and 50% of those who changed their mind ultimately bought a different brand than originally intended. Simply guessing on which new signage concept will impact buying decisions, or relying on historical data, runs the risk of falling flat with those impressionable shoppers. Read full document

The purpose of integrating virtual simulations proof of concept into this training exercise was to demonstrate the value of virtual devices for providing training to both the primary (battlestaff) and secondary (supporting units) training audiences in addition to the live augmented with constructive simulation (primarily MAGTF Tactical Warfare Simulation (MTWS)) training model traditionally used in this type of exercise. To determine the impact of virtual integration on training efficacy (ability to complete tasks), PM TRASYS was also tasked to conduct an assessment of the training value during the LSE-14 Warm Start and Final Exercise (FINEX). This paper describes the outcome of the data collection, analysis, and recommendations for the virtual integration path forward from a training design perspective. The discussion presents doctrinal updates, measures, and standardization needs for Marine Corps (USMC) LVC training. Read full document

Safe and successful surgical intervention requires careful planning and precise technical execution. The ideal surgical education and training environment would include repetition, reinforcement, review, and re-evaluation to speed the achievement of required performance levels, focus trainees on critical tasks, and promote the development of competent intraoperative decision making. In practice, students learn how to operate by practicing, under supervision, on real patients. This method subverts the desired objectives due to uncontrollable factors such as random patient availability and diverse disease presentation. An interactive virtual surgical training environment provides a promising alternative by potentially reducing medical error rates, improving the accuracy of intraoperative judgments, and increasing efficiency without the risk to living patients. Read full document