pres intelligo vr 2016

Virtual Reality Market Research

Sooner and better

More and beyond a traditional visual clinic

A quite physical relationship with the stimuli through an immersive experience inside the virtual show room assigns a realistic meaning to the evaluation process of design and details

Shooting of what a responent look to simulating a car clinic / showroom experience. Example of our internal team capability in 3D rendering (it is not a picture from reality)

Example of traditional visual clinic layout (image is not a prototype, just an example from internet)

The user experience

Easy and clear

Having a clear and easy interface permits to everybody to have a pleasent experience


Chances Using virtual reality in research projects...

makes early prototype ideas come alive in early research stages

reduces setup complexity (no real stimulus needed)

compared to a ‘regular’ car clinic setup high cost-efficiency

helps decide between several prototype ideas to build in reality

engages participants with a fascinating new method of presenting stimulus material


Methods Overview VR Design Clinic

VR Concept Test

Focus Group Incl. VR

In-depths Interview Incl. VR

Implementation both in qualitative and quantitative study designs as part of evaluating stimulus material

Implementation both in qualitative and quantitative study designs as part of evaluating stimulus material

VR Drive Test

VR Dealership product displacement evaluation

Example of our team’s capability in 360° immersive 3D rendering (it is not a picture from reality)


Example: Virtual Interior Design Clinic


Study Setup (1/2): Mobile Setup Mobile Setup

Equipment: Samsung Gear VR

A quantitative questionnaire can be implemented in application

No free surfing, only pre-defined images

User can see a 360°-view - but is not free to

walk/move

Two different viewing points:

Driving seat and rear seat on passengers side

Hotspot technique permits to evaluate details of the interior including quantitative questions

( 10 details from driving seat + 5 details from

rear seat)

Standardized approach: everybody sees the same perspective


Screenshots Mobile Setup – Integrated quantitative questionnaire

Work station

Equipment: Oculus Rift + workstation (device connected to computer) Complete free 360° experience possible

interaction possible, e.g. walking/moving/zooming

is permitted

Especially relevant for qualitative study setups

Hotspot technique permits to evaluate details of the interior including qualitative methods (e.g. thinking aloud, moderated open questionnaire guideline): 10 details from driving seat + 5 details from

rear seat

Open approach: Every respondent is flexible to focus on different areas/aspects


Study Setup (2/2): Workstation Interactive Setup

Quantitative Setup Qualitative Setup Report


Exemplary Study Design*

Workstation (Oculus Rift) Mobile (Samsung Gear VR) Analysis

Approx 5-6 weeks Approx 7-8 weeks Approx 2-3 weeks

• Final PowerPoint report in containing quantitative and qualitative results

• On-site presentation at your headquarter

• Result workshop imparting further actions involving different departments of your company possible (Insight Action Workshop)

Objective:

Gain deeper and more detailed understanding of likes, dislikes and customer needs

Once set up has been implemented, it is easily possible to integrate more countries / a larger sample

Significant decrease of cost per interview with increasing sample size

• N=100 quantitative Interviews

• Quantitative questionnaire implemented in software

• Equipment: Samsung Gear VR

• Possible to conduct parallel to qualitative study setup

Objective

Create broad insights on basic

likes

N=10 qualitative Interviews Using qualitative methods (Thinking aloud, open guide line) Equipment: Oculus Rift + Workstation Possible to conduct parallel to quantitative study setup

it works easy

Just take and wear a visor

Process benefits

Visual design evaluation means: Accelerate the design exploration. Start before having the solid prototype Test several alternatives in the first step of the design evaluation process

Immersive individual experience through a visor means:

Having the feeling of reality without the limits of the reality Test photorealistic stimuli One to one evaluation process Clear understanding of the designers’ team work Every participant can start their own survey when ready Define their own preferred mix of features: just like using car configurator Benefits of homogeneous layout (background, lighting) and cars setting (colors, shadowing, lighting)

Process benefits

Using VR mobile visor means: Don’t need logistic, just a visor It is possible conduct the survey when and where it is most efficient Simplify security and privacy Ability to test simultaneously in different places/countries

Cost efficiency generates opportunities: Add more countries in your test Fast and easy to test product update Survey can involve increased sample size Improve your margins and better decision making

Contact details

[email protected] / +39 (0)2 450.710.14 [email protected] / +39 340 00515 35 [email protected] / +39 348 36418 20

pres intelligo vr 2016

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