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.

What’s New In VR Research – And What’s Not

72 views

Published on

Everyone is talking about virtual reality, but very few of us are doing it, and fewer still are doing it well. Advanced Simulations has been doing variations of VR research for 25 years and has just introduced a new, more realistic and immersive version that works offline or online anywhere in the world. We will talk about what is and what is not important when using virtual reality to conduct marketing research.

Published in: Education
  • Be the first to comment

  • Be the first to like this

What’s New In VR Research – And What’s Not

  1. 1. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 VIRTUAL REALITY THE PAST, PRESENT, AND FUTURE IN 15 MINUTES Dr. Stephen Needel Advanced SimulaDons
  2. 2. What are the emerging technologies in Market Research? Ray Poynter, The Future Place Festival of #NewMR 2018 NewMR 2018 Sponsors PlaAnum Gold Silver CommunicaAon Your name here? SAll Ame to be a 2018 NewMR Sponsor
  3. 3. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Three Things To Know VR designed as an improvement to less precise techniques An ideal tool for shopper research – defines the impact of shopper markeAng and category management Technology enhancements will conAnue to develop - but not all will be useful
  4. 4. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Happy Birthday, VR è 25th year as a markeAng research tool è Born as a reacAon to: → In-store observaAon → Analysis of syndicated sales data → ReacAve and inefficient central locaAon methods → Controlled store tests
  5. 5. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 ObservaDon/Analysis UPSIDES DOWNSIDES Hypothesis generaAon Can be simplisAc – blinding flash of the obvious Nuggets to be found No test of whether it’s right SomeAmes simple soluAons è  We oZen use passive measures of shopping behavior – in-store observaAon, shop-alongs, or analysis of syndicated sales data
  6. 6. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Need BeTer Science “There are lots of ways of knowing the world – only one of them is science…and a good control group is hard to beat.” Bill Bean – MaTel/PepsiCo/Kra
  7. 7. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Central LocaDons è CreaAng a mock shelf in a central locaAon and asking shoppers to go shopping has never been a realisAc or cost effecAve way to get at shopper behavior
  8. 8. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Controlled Store Tests è Create mulAple store panels, each receiving one level of the test variable → Need 10-15 stores per panel → Need 3 or more purchase cycles for the category → Analyze with analysis of covariance
  9. 9. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Central LocaDon/Controlled Store UPSIDES DOWNSIDES More scienAfic Can be unrealisAc (Central) Specific answers Expensive Can be very realisAc (Ctrl Store) Time consuming Inefficient (Central) Not confidenAal (Ctrl Store) è  These are more acAve approaches to understanding shopper behavior
  10. 10. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Birth of VR è VR systems were built to overcome these issues – wanted: → Experimental control → ConfidenAality → Much lower cost → Quick to run
  11. 11. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Past - Visionary Shopper (1993) è First VR system for markeAng research →  CombinaAon touch-screen and trackball →  Cartoonish look →  Difficulty with round or odd- shaped objects →  But validated well
  12. 12. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Past and Present - 4D Shopper(2003) è Environments less cartoonish →  Ability to create walk-arounds →  Easier navigaAon for shopper →  Fast and easy to execute →  Extensively validated
  13. 13. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Today - 4D Shopper Plus (2017) è Photo-real store environments using Azure Knowledge’s Digiwalks system è Able to cut-in test categories and make them shopable è Walk-around and shop or take them to the shelves we are interested in
  14. 14. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Future - 4D Shopper TrueVR (?) è Shoppers use VR headsets to move around the store and interact with products è Can be done today but: →  Can create verAgo →  Sample limited to those who already use VR headsets →  Not validated
  15. 15. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Future – Eye Tracking è We have the capability to track eye-movements in Base and Plus →  3rd party merges video of screen and eye-tracking →  Codes viewing areas →  SAll have the issue of whether VR viewing is “real” 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% VIRTUAL STORE % FIXATING LIVE STORE % FIXATING % FIXATING BY BRAND (r=.71)
  16. 16. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Future – Facial Coding è We have the capability of doing facial coding è QuesAon whether we should bother when tesAng CPG/FMCG? è Do shoppers really react much to products and shelf sets?
  17. 17. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Future – MulDple Senses è Auditory – can do now è Olfactory – can do but very obtrusive è HapAc – problemaAc for texture
  18. 18. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Future – Online Shopping è Viable in theory, but: →  IniAal imaging of 50,000 items expensive →  Maintenance is doable, but a logisAcal nightmare →  No evidence [yet] that it would be any beper (trial or retenAon)
  19. 19. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Three Things To Know VR designed as an improvement to less precise techniques An ideal tool for shopper research – packaging, pricing, promoAons, shelf assortments/layouts Technology enhancements will conAnue to develop - but not all will be useful
  20. 20. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Thank You! Dr. Stephen Needel Advanced SimulaDons www.advancedsimulaDons.com drsteveasl@gmail.com +1-404-944-0248
  21. 21. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 Q & A Dr. Stephen Needel Advanced SimulaAons Andrew Jeavons Signoi
  22. 22. Virtual Reality – The Past, Present, and Future in 15 Minutes Dr. Stephen Needel, Advanced SimulaAons Festival of #NewMR 2018 NewMR 2018 Sponsors PlaAnum Gold Silver CommunicaAon Your name here? SAll Ame to be a 2018 NewMR Sponsor

×