Today, 3D is flooding homes via video games, it is also used in the industry to obtain quick, low-cost solutions for technical, marketing and ergonomic issues.

The automotive sector uses 3D simulators to analyse the behaviour of drivers, the army uses 3D combat simulators to examine the behaviour of soldiers, various situations and research groups use ActiSKU to study the behaviour of consumers as they face various marketing options.

3D simulation immerses individuals into various environments and the individual adopts the same attitudes that he would in a similar real-life situation. If you were in a video game, driving a vehicle down a road and approached a bend in the road, would you continue straight into a wall?

Concrete example: online surveys performed (since 2007) by a Carlsberg Group research department using ActiSKU have shown a correlation of more than 90% with data collected in stores (purchased products).