- 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

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

2. • 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

3. VR / AR - Background

4. Visual Quality
VR Technology – in mobility
WHEREVER YOU ARE
Interaction

5. VR Technology – Cable connected
NEAR TO A WORKSTATION
Interaction
Visual Quality

6. AR Technology – Always in mobility
Visual Quality
Easyness
SEE THROUGH DEVICE

7. AR Technology – Always in mobility
Needs always a physical ACTIVATOR
GPS coordinate/ QR Code / Ean / Logo / Marker / Product …

8. 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

9. 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

10. Our Experiences VR & AR in mobility

11. VR
AR
Our questionnaires are:
ConnectedEmbedded

12. 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

13. MR design test: performance
VR Design Concept study
o Field in February & March 2017
o USA / UK / Germany
o 7 fieldwork days
o Questionnaire connected to VR
o 4 VR Stations
o Around 800 interviews
KPI’
• 3,2 interviews per hour per single VR station
• CPI similar to an average at home CAPI interview

14. MR design test: performance
HW 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

15. MR design test: performance
SW architecture
o Programming: C++
o Visual imaging / rendering 360° from the
market
KPI
• 100% customizability & Flexibility
• Empowerment HW/SW resources

16. MR design test: performance
Visual 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 visible
when 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
• .

17. EXAMPLE OF OUR DIGITAL DESIGN QUALITY

18. 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.

19. Key Learning

20. MR design test: performance
Best result = f ( Hardware; Programming; Visual artist) User Experience

21. MR design test: performance
Fieldwork
o VR helps recruitment
o 1to1 relation
o Affordable CPI
o Controlled experience

22. MR design test: performance
Technology:
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”

23. MR design test: performance
Data 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
Source:Ipsos/R-R2016

24. Developement Yes, (now) we can

25. v
MR design test: performance
Data 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

26. v
MR design test: performance
Virtual Reality Focus Group ©
Every person see the same stimuli, in the same time, in the same way
Wherever they are!

27. 2018-2019
Tools development
Yes, we’ll can

28. MR design test: performance
Voice integrated Heat Map
How
a. Target a visual detail with the mouse
b. Click once/twice for positive/negative
c. Voice recording of reason why
d. Send the verbatim to a automatic writing/translation tool
Output
Heat Map with positive/negative intensity having written/vocal multilinguall verbatim &
reason why

29. MR design test: performance
Software developer kit
What
Develop the interface to help users to build by themselves light VR experience, including
connected questionnaire
Goal:
Reduce the cost for development  Increase the Users

30. New tool for new
Methodologies?
someone
will do IT

31. 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

32. 2020xx
3D immersive real time Design Lab

33. AR

34. 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

35. AR permits to make real
what the other digital
methodologies cannot
represent in such strong
way
Moment of truth

36. 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?

37. 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

38. MR design test: performance
Thank you for Your attention
Q&A
Stand 125
elio.dalprato@intelli-go.it
www.intelli-go.it