VR & AR Visual techniques in MR: a real case study

• VR / AR - Background

• Our experiences

• Key learnings

• Tools development

• AR – a touchpoint between the Brand and the Stakeholders

• VR / AR / Visual and Sensorial Experience Long term development in MR

• Live test - Q&A

Agenda

VR / AR - Background

Visual Quality

VR Technology – in mobility

WHEREVER YOU ARE

Interaction

VR Technology – Cable connected

NEAR TO A WORKSTATION

Interaction

Visual Quality

AR Technology – Always in mobility

Visual Quality

Easyness

SEE THROUGH DEVICE

AR Technology – Always in mobility

Needs always a physical ACTIVATOR

GPS coordinate/ QR Code / Ean / Logo / Marker / Product …

VR create a digital world to have a realistic, immersive, engaging experience

AR is a digital touch point between the Brand and the consumers’ real life

VR / AR – New opportunities

Two approaches

VR in mobility: the QUESTIONNAIRE

Questionnaire embedded in the VR

Self administrated

15’- 20’ per session

Questionnaire connected to VR

With interviewer, faster, synchronized, privacy

45’ – 60’ per session

Our Experiences VR & AR in mobility

VR

AR

Our questionnaires are:

ConnectedEmbedded

o VR design concept study and VR price test

o Multicountry studies: USA/UK/Germany/ France

o 15’ questionnaire

o Motorbike fairs

Our VR experience

MR design test: performanceVR Design Concept study

o Field in February & March 2017o USA / UK / Germanyo 7 fieldwork dayso Questionnaire connected to VRo 4 VR Stationso Around 800 interviews

KPI’• 3,2 interviews per hour per single VR station• CPI similar to an average at home CAPI interview

MR design test: performanceHW architecture

o 1 Station = Samsung Gear + Samsung Mobile S6 + Samsung Galaxy tablet

o WLAN Encripted P2P connection

o Respondent & Interviewer interacted vocally

KPI

• 100% Syncrony

• 0% crash

MR design test: performanceSW architecture

o Programming: C++

o Visual imaging / rendering 360° from the market

KPI• 100% customizability & Flexibility• Empowerment HW/SW resources

MR design test: performanceVisual Quality

o #1 MODELLING #2 define the BACKGROUND #3 be PHOTOREALISTIC

o 8K pixels on a 360° view is the minimum (2,5K on 120°)

o Pixels of the screen are slightly visiblewhen image is saw within the visor

KPI• Thousands polygonies under control• Visualization is more then digitalizing

a stimuli, It is close to a way of art

• .

EXAMPLE OF OUR DIGITAL DESIGN QUALITY

Acceptability

o People wanted to be interviewed!

o Training easy and smooth for young/techno people

KPI

• Improvement recruitment performances

• Bring the survey to the people and not the

opposite as usual

• Reducing recruitment costs (mass / niche

targets)

Chicago Motorcycle show - Febbruary 2017 V.O.C.

Key Learning

MR design test: performance

Best result = f ( Hardware; Programming; Visual artist) User Experience

MR design test: performanceFieldwork

o VR helps recruitmento 1to1 relationo Affordable CPIo Controlled experience

MR design test: performanceTechnology:

o Waiting for 4K mobiles/visors (already annunced early 2018)o No any dedicated sw is nowadays available (niche market)

Samsung Made a 5.5-Inch 4K Display “For VR”

MR design test: performanceData consistency

Tests made by major MR companies (GfK; IPSOS) declare that VR results are comparable Vs Real (solid) car clinic. This both from rating/ranks than association (*)

Source:(*) https://www.ipsos.com/de-de/virtuell-versus-real-vr-im-research-test

KPI

o VR Product tests work in continuity with the

traditional techniques

o Integration of tradition & Vr in the same test

Sou

rce:

Ipso

s/R

-R 2

01

6

Developement Yes, (now) we can

v

MR design test: performanceData control management

in2Data ©

Now: Local area network Monitoring Log of questionnaires / Flag & comment single

q.res / check the battery status

Next: Remote area network (same of CAPI/CAWI) Simple real time data control

management / Frequencies/ Table/ Charts

v

MR design test: performanceVirtual Reality Focus Group ©

Every person see the same stimuli, in the same time, in the same way

Wherever they are!

2018-2019

Tools development

Yes, we’ll can

MR design test: performanceVoice integrated Heat Map

Howa. Target a visual detail with the mouseb. Click once/twice for positive/negativec. Voice recording of reason whyd. Send the verbatim to a automatic writing/translation tool

OutputHeat Map with positive/negative intensity having written/vocal multilinguall verbatim & reason why

MR design test: performanceSoftware developer kit

WhatDevelop the interface to help users to build by themselves light VR experience, including connected questionnaire

Goal: Reduce the cost for development Increase the Users

New tool for new

Methodologies?

someonewill do IT

2020xx

VR immersive testing experience (*)

(*) source: Contextual Cues in Sensory Testing, Dr. Jamie Zumach y Dr. Christopher Simons. The Ohio State University

Consumers become more absorbed in product

testing if immersive technologies are used

when the context is a key part of the

consumer experience VR makes difference

2020xx

3D immersive real time Design Lab

AR

AR is a digital touch point

between the brand and

the consumers’ REAL life

By the device AR recognizes

Where you are

What have in front of you

Letting you interact

AR permits to make real

what the other digital

methodologies cannot

represent in such strong

way

Moment of truth

Typical questions AR can

help to find answers

Information about the usage:

Where are the consumers when they use my product?

What are the other brands close to my product in the

shop?

With whom consumers are drinking my soft drink?

What if questions:

Do they buy another product at a difference price?

What do they think about another packaging?

May I ask all of these questions only to my consumers

that NOW stay in the north of Rome urban area?

AR

Pros & cons

Cons:

Only few minutes of the consumers’s attention

Consumers want to have advantages, otherwise you

boring them

Technology/Software should improve a little bit more

Pros:

Quick process

Large samples

Light cost

Representing the market breakdown

MR design test: performance

Thank you for Your attention

Q&AStand 125

elio.dalprato@intelli-go.it

www.intelli-go.it