Virtual Reality in Analytical Storytelling

Gabriel Zacho Prieß

Student thesis: Master thesis


This research is relevant and meaningful because we have entered the age of big data, where understanding the data has become important for intelligent and sensible decision-making. The research was moderately difficult, as the researcher decided to build a virtual reality model. Data visualisation in virtual reality is tested and evaluated through the following research question: “Is the virtual reality format a natural supplementary tool in the visualisation and communication of analytical information, building on top of tabular and graphic formats, aiding decision making within the realm of management accounting?” The virtual reality format was tested through a theoretical framework derived from data visualisation and storytelling literature. Three visualisation formats were evaluated by three individuals through semi-structured interviews. The result was that virtual reality is perceived to show data in more dimensions, three, and has flexible viewing angles. There are however some barriers in terms of navigation and interaction. The implications for the industry in the long term is that understanding the data better will become a competitive advantage, while for academia further testing and finetuning of the virtual reality format is required.

EducationsMSc in Accounting, Strategy and Control, (Graduate Programme) Final Thesis
Publication date2020
Number of pages132
SupervisorsMichael Werner