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

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. The
Next
Evolu-on
of
Concept
Tes-ng
Dai
Giet,
MineMR,
Altered
Reali0es
2016
Example
Learning
Outputs

12. The
Next
Evolu-on
of
Concept
Tes-ng
Dai
Giet,
MineMR,
Altered
Reali0es
2016
Example
Learning
Outputs

13. The
Next
Evolu-on
of
Concept
Tes-ng
Dai
Giet,
MineMR,
Altered
Reali0es
2016
Example
Learning
Outputs

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. 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. 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. The
Next
Evolu-on
of
Concept
Tes-ng
Dai
Giet,
MineMR,
Altered
Reali0es
2016
Thank
You!
Email:
Dai@minemr.com

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