Non-Traditional Interfaces used in Market Research: A Literature Review

Resumen

The main reason why market research is so important, is because every company wants to improve and maximize their chances of having a successful campaign. However, there are well-known weaknesses about traditional research methods that could be improved using new technologies. The purpose of this literature review is to find studies that evidence the use of non-traditional interfaces in market research. Search criteria were defined and selected papers were categorized into: Non-Traditional Interfaces, Market Research, and Non-Traditional Interfaces in Market Research. The majority of Non-Traditional Interfaces findings were mainly related to design and evaluation of non-traditional interfaces, applying Human Computer Interaction (HCI) concepts and techniques. In terms of Market Research, most of the findings were related to Analysis of consumers’ behavior based on changes in marketing trends. In conclusion, the main concepts that were closely related between the findings of Market Research and Non-Traditional Interfaces were Virtual Reality, Social Marketing, Usability, User Experience, and Consumers’ behavior.