Combining visualisation and choice experiments in built environment research

Abstract

This paper reports results from a project that combined the visualisation of streetscapes with environmental economics. The particular economic methodology employed was choice experimentation, which has previously tended to use text to convey scenarios between which respondents make choices. The research investigated how the visual impact Of streetscapes could be incorporated in choice experiments through the use of 3D computer generated visualisations. Data was gathered initially through an Internet based survey, and replicated later using a high specification stand-alone machine. This paper identifies strengths and weaknesses in the approach, and reports results pertaining to effectiveness and practicality of the methodology. Using visualisation offers many potential benefits to the field of choice experimentation, and application within the built environment merits further development.