Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Dai Giet Altered Realities - 2016

211 views

Published on

Dai Giet from MineMR looks at how VR will help produce 'The Next Evolution of Concept Testing'

Published in: Education
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/yxufevpm } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Dai Giet Altered Realities - 2016

  1. 1. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Altered  Reali-es   Dai  Giet   MineMR       June  2016   The  Next  Evolu-on  of  Concept   Tes-ng  
  2. 2. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Marketplace  Dynamic   •  Rise  of  the  on-­‐demand  and  online  na-ve   genera-on  driving  new  demands   •  Technological  advancements  across  sectors   enabling  and  pushing  the  need  for  innova-on     •  Limitless  info  and  op-ons  available  mean   offerings  need  to  be  more  personal  than  ever   Implica-ons  for     Market  Research     Evolve  methods  and  tools     for  understanding  customer   feedback  and  prac-cal   business  applica-ons  
  3. 3. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Agenda   Virtual  Reality  as  a  Research  Tool   1.  What  is  Virtual  Reality  (VR)   2.  Concept  simula0on  capabili0es   3.  Data  collec0on  capabili0es   4.  Market  research  use  cases  
  4. 4. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Virtual  Reality  (VR)   Immersive  mul-media:               computer-­‐simulated  environment   that  a  user  can  experience   through  the  senses  of  sight,   hearing,  touch,  and  even  smell     Delivered  via:  computer  or  head   mounted  display   2016  CES  aNendees  screamed  and  reacted  to  a  wooden  roller  coaster  ride     in  Virtual  Reality  (via  Samsung  Gear  VR,  head  mounted  display)      
  5. 5. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Virtual  Reality  (VR)   Current  limita-ons:     • Slow  consumer  market   penetra0on   • Short-­‐form  experiences   • Disorien0ng  for  some  users   VR  strengths:     • Ability  to  make  users  feel   transported   • Hyper-­‐realis0c  simula0ons     • Interac0vity  
  6. 6. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Concept  Simula-on  Capabili-es   Game-­‐like  visuals   Photo  realis-c   Closing  the  gap  with  real  life  experience  for  customer  feedback   In-­‐the-­‐moment  response  >  Recall  or  inten0on  response  
  7. 7. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   VR  vs.  Tradi-onal  Methods   TESTING  MATERIALS     Tradi-onal:  2D,  not  scalable   •  Photographs  or  descrip0ons   •  One  session,  one  subject     VR:  3D,  scalable   •  Hyper-­‐realis0c  mock  ups   •  Create  op0ons,  look  and  feel  for  tes0ng  
  8. 8. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   RESPONDENT  EXPERIENCE     Tradi-onal:  removed  seWng   •  Distant,  low  engagement   •  Response  subject  to  interpreta0on     VR:  enclosed  seWng   •  Immersive,  deeper  engagement   •  More  realis0c  decision  making  feedback     VR  vs.  Tradi-onal  Methods   Current  limita-ons:   •  Not  a  rush  project   •  Facility  dependent   •  Disorien0ng  for  some  users  
  9. 9. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   RESPONDENT  EXPERIENCE     Tradi-onal:  removed  seWng   •  Distant,  low  engagement   •  Response  subject  to  interpreta0on     VR:  enclosed  seWng   •  Immersive,  deeper  engagement   •  More  realis0c  decision  making  feedback     VR  vs.  Tradi-onal  Methods   DATA  QUALITY|ANALYSIS       Tradi-onal:  Memory-­‐based   We  only  know  what  they  did  or  claimed  why  they  did  it       VR:  Reac-ve,  in-­‐seWng   We  see  what  they  see  and  hear  reason  for  choice    
  10. 10. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Data  Collec-on  Capabili-es   Respondent  Level  Data     In  Excel   Audio  Feedback     Recordings   Video  Footage     Recordings   •  Head  tracking  data   •  Time  spent  by  task   •  Sequence  of  behavior   •  In-­‐scenario  poll  response   Vocalized  feedback  to  concept   experience  and  key  ques0ons   Respondent  POV  and  external   footage  of  concept  experience   and  reac0on   Quant   Qual  
  11. 11. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Example  Learning  Outputs  
  12. 12. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Example  Learning  Outputs  
  13. 13. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Example  Learning  Outputs  
  14. 14. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Research  with  VR  Use  Cases   CONCEPT  PROTOTYPE  TESTING   Interac-ve  character  development   •  Showcase  personality  and  abili0es   •  Fine-­‐tune  features,  look  and  feel   •  Gauge  emo0onal  response   Reducing  0meline  from  idea0on  to  prototype  development   Gain  inputs  for  communica0ons  planning  
  15. 15. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Research  with  VR  Use  Cases   IN-­‐STORE  DISPLAY  TESTING   Understand  the  in-­‐store  response   •  Capture  in-­‐store  visual  journey   •  Understand  display  impact   •  Uncover  aNen0on  drivers   Reducing  0meline  from  idea0on  to  prototype  development   Gain  inputs  for  communica0ons  planning  
  16. 16. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Research  with  VR  Use  Cases   COMMERCIAL  SPACE   OPTIMIZATION   Interac-ve  concept  development   •  Understand  concept  poten0al   •  Fine-­‐tune  layout   •  Gauge  emo0onal  response   Reducing  0meline  from  idea0on  to  prototype  development   Gain  inputs  for  communica0ons  planning  
  17. 17. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Thank  You!             Email:  Dai@minemr.com  
  18. 18. The  Next  Evolu-on  of  Concept  Tes-ng   Dai  Giet,  MineMR,  Altered  Reali0es  2016   Q  &  A   Ray  Poynter   The  Future  Place   Dai  Giet   MineMR  

×