Visualization Studio
Virtual reality (VR) continues to transform how we learn, communicate, and conduct research. With guidance from Visualization Studio staff and instructor Sara Eskandari, University of Michigan senior Zihan Li developed an immersive virtual supermarket using Unreal Engine to investigate how consumers interact with different advertising strategies in a retail environment.
Li, a Communication and Media major in the College of Literature, Science, and the Arts, designed the VR experience as part of her undergraduate thesis research. By combining emerging technology with marketing research, the project explored how virtual environments can provide new insights into consumer behavior.
The project earned the distinction of Thesis with Highest Distinction, the university’s highest recognition for undergraduate thesis work, and will contribute to Li graduating with highest honors.
Have an idea for a research or creative project? The Visualization Studio is here to provide students, faculty, and researchers with access to immersive technologies, expert guidance, and collaborative support to bring ambitious ideas to life.