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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
Virtual Reality Market Research
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
Virtual Reality Market Research
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)
Virtual Reality Market Research
Example: Virtual Interior Design Clinic
Virtual Reality Market Research
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
Virtual Reality Market Research
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
Virtual Reality Market Research
Study Setup (2/2): Workstation Interactive Setup
Quantitative Setup Qualitative Setup Report
Virtual Reality Market Research
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