How do you market a product that's entirely new — a product that's unlike anything currently on the market? How do you determine who might buy it, what conditions are necessary its success, or what features are most important?

Future View collage of screen shots

Wharton's FutureView demonstrates how "information acceleration" can help develop quantitative data to market products with which consumers are unfamiliar.

Using a rich, web-based multimedia environment, FutureView demonstrates information acceleration techniques to determine market characteristics for a new product — in this case, "autopilot" vehicles, automobiles that "drive themselves" on specially-equipped sections of roadway.

In a typical instructional application, students first experience FutureView as a consumer by using the simulation's web site to view information about the future world in which autodrive is a standard option for new automobiles. They first encounter materials that illustrate the development of autodrive technology from the present through the future. Students then browse future product information — including print ads, web materials, television ads, and interviews with other consumers — and finally complete a brief exit survey.

The initial consumer experience is only part of the story. FutureView can be configured to deliver different "scenarios" that are automatically assigned to users when they enter FutureView.

Furthermore, FutureView's tracking feature provides accurate, click-level detail for each user session.

FutureView's combination of behavior tracking, conjoint survey data collection, and configuration options provide a rich collection of data for detailed analysis.

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