High-Quality, High-Impact Augmented Virtuality System for the Evaluation of the Influence of Context on Consumer Perception and Hedonics: A Case Study in a Sports Bar Environment

The adoption of immersive technologies is increasing in sensory, consumer, and marketing research, yet existing extended reality (XR) systems face limitations in realism, ease of product interaction, presence, data collection, and scalability. This study presents Sense-AV, an augmented virtuality (AV) system designed for large-scale sensory and consumer tests with enhanced immersion and realism. 102 participants evaluated two foods and one beverage across two sessions: a conventional sensory booth and the Sense-AV system, which simulated a sports bar environment. Real-time data collection was supported through API-linked mobile questionnaires, audio prompts via the head-mounted display (HMD), and open comments recorded by voice. Sense-AV was rated highly for usability, efficiency, satisfaction, presence, and sensory awareness. Older participants reported greater ease in handling products, while some difficulties with mobile input were noted but had minimal impact. Interviews emphasized immersion, intuitive use, and minor technical adjustments. No significant differences in overall product liking were found between methods, except for one product, which scored higher in the immersive setting. Although food intake was lower in Sense-AV, oral feedback was more detailed and expressive. The system demonstrates innovation by improving realism and external validity in large-scale sensory evaluations.