Management Practice Insights


Management Practice Insights

Year: 2023, Volume: 1, Issue: 1, Pages: 4-7

Original Article

Virtual Reality: A Game Changer In Accurately Predicting Sales for New Product Launches

Received Date:21 November 2022, Accepted Date:14 March 2023, Published Date:09 May 2023


Problem of Practice: The future of a company rides on the success of new products. Not only are sales and marketing teams on the hook for topline numbers, but production capacity, supply chain and working capital requirements also need to line up. However, every major new product launch faces uncertainty, as it is hard to accurately forecast customer adoption by using traditional marketing research. But now research by Harz and team recommends a novel solution: having potential customers interact with the planned product using virtual reality (VR). Combined with the right statistical models, VR-based interactions yield more reliable data for product analytics and improvement than traditional methods


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2 Adam Blair, “Virtual Reality Product Testing Improves Merchandising For Baby Food Brand,” Retail TouchPoints, April 6, 2016,

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5 Lorne Fade, “VR & AR Application Development Costs Explained,” VR Vision Group (blog), August 27, 2019,

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7 Amazon, “Oculus Quest All-in-One VR Gaming Headset 128GB : Video Games,” e-commerce,, accessed April 14, 2023,

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9 “Tata Nano Ends 2019 with Zero Production,” The Economic Times, January 7, 2020,

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© 2023 Published by SPJIMR. This is an open-access article under the CC BY license (


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