In this work we apply an innovative participative design approach for the quality evaluation of virtual prototypes of new industrial products (i.e. concept designs), by adopting statistical procedures and carrying out tests in an immersive VR environment. This methodology has been fully exploited through a case study concerning the choice of the optimal design for the interiors of a new regional train. Following this approach, the optimal concept design is defined at the end of a process consisting of five phases: identification of the quality elements of the concept design, classification of the quality elements, generation and quality evaluation of product concepts and, finally, definition of the optimal concept. According to the applied ...