Gutiérrez Villarreal, Luis Enrique

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    Comparison between VR and CAD product representation on subject preference via discrete choice experimentation
    (2022-05-20) Gutiérrez Villarreal, Luis Enrique; Lugo-Ortiz, José E.; College of Engineering; Banerjee, Jayanta; Serrano-Acevedo, David; Department of Mechanical Engineering; Cruzado-Vélez, Ivette
    This research compares Virtual Reality (VR) vs. Computer Aided Design (CAD) using a simple product and analyzing three factors of a coffee cup: its height, radius and curvature. The representations were conducted in 108 subjects who performed the exper-iment by interacting with two- and three-dimensional product representations. For this purpose, a study based on discrete choice methods was conducted to determine the effect, in terms of part/worth utility estimates, for each mentioned factors on subject’s prefer ences for multiple cup configurations with different values, Height, Radius and Curva-ture. These experiments were conducted through 2-dimensional virtual environments for CAD and 3-dimensional virtual environments for VR. The data analysis by mixed logit regression with Bayesian procedures provides details on the utility of each factors evalu-ated and the difference in utility from one representation to another for each subject. The results show that there are significant differences between VR and CAD. This methodol-ogy allows designers to delve into the integration of rendering technologies to capture the subject’s perception and to develop more competitive and innovative products.