Virtual reality (VR) can play a key role in automotive marketing research, lowering costs and shortening the time it takes to bring a new product to market. However, there are still few VR applications that support automotive customers' experiences during the early stages of product development. Through a systematic review of literature and patents, this study aims to identify the challenges and opportunities for the application of virtual reality in car clinics, and to categorize them into attributes. We searched through the knowledge databases of PatentScout, ScienceDirect, Springer, and IEEEXplore. We found 72 patents with a high concentration in a few inventors. The United States of America presented the greatest number of records and the most common applications related to the apparatus for automatically reading respondents' reactions in a virtual environment. In terms of articles, we found 19 research papers that discussed sixteen categories identified as challenges and opportunities for automotive marketing research: 1) cost, 2) location to customers, 3) flexibility in interactions, 4) model transportation, 5) depth perception, 6) haptic perception, 7) motion, 8) movement perception/ physical collision, 9) color and texture, 10) sound feedback, 11) product interaction/manipulation, 12) visual-spatial, 13) graphic quality, 14) intuitiveness, 15) cybersecurity and 16) cybersickness. We conclude that the automotive industry can employ virtual reality for marketing research, but relevant elements such as hardware and software definition, stimulus quality, and research objectives, among others, must be considered.

The efficacy of the product development process is measured by the ability to launch a project with product and production process specifications that could guarantee that the manufacturing can produce it with the least impact. If a problem is detected late, they bring consequences beyond the high cost of the solution, if related to physical ergonomics, which will influence the well-being of operators, productivity, and quality. Virtual Reality (VR) and Digital Human Modeling (DHM) are ones of the enabling technologies of Industry 4.0 and has already been applied on a large scale in industries such as automotive, construction, and aeronautics. However, even though the huge applications, these technologies are not yet applied by these industries for the analysis of physical ergonomics during product development phases. This study aims to characterize the state of the art and technology about the application of Virtual Reality and Digital Human Modeling for the physical ergonomics analysis in the during product development phases in the industry through a systematic review of the literature and patents. In patent documents recovery, we used Derwent Innovation database. The research is based on searching the selected terms in the title, summary, and claims of the documents through a search strategy containing IPC code and keywords. In articles recovery, we searched ScienceDirect, Springer, and IEEExplore databases for scientific publications. The search resulted in 311 patents documents and 16 articles in the scientific database. This study analyzed the patents to map out the technological progress in this area, where we found in the charts and data an increasing number of publications per year and a spread application with a considerable number of new technologies presented in these recent patents. The literature review indicated that Virtual Reality technology complements the Digital Human Modeling during physical ergonomics analysis for manufacturing process already designed. The majority of research on the use of VR and DHM technologies for physical ergonomics analysis focus on the automotive industry and the ergonomic assessment of workstations and current processes. Further research is needed to investigate how Virtual Reality and Digital Human Modeling might assist in the understanding of physical ergonomics in certain tasks throughout the product development process, such as the simulation of worker posture or effort when assembling parts.

Virtual reality experiences are frequently created using game engines, yet they are not simple for novices and unskilled professionals who don’t have programming and 3D modeling skills. Concurrently, there is a knowledge gap in software project design for intuitive virtual reality authoring tools, which were supposed to be easier to use. This work compiles design guidelines derived from a systematic literature review to contribute in the development of more intuitive virtual reality authoring tools. We searched the Scopus and Web of Science databases for works published between 2018 and 2021 and discovered 14 papers. We compiled 14 requirement and feature design guidelines, such as Visual Programming, Immersive Authoring, Reutilization, Sharing and Collaboration, Metaphors, and Movement Freedom, among others. The collected guidelines have the potential to either guide the development of new authoring tools or to evaluate the intuitiveness of existing tools. Furthermore, they can also support the development of the metaverse, since virtual content creation is one of its bases.