Systems and methods for virtual environment construction for behavioral research

• US 10,354,261 B2
• Filed: 05/09/2014
• Issued: 07/16/2019
• Est. Priority Date: 04/16/2014
• Status: Active Grant

• Current Assignee: Frost Ventures, LLC
• Original Assignee: 2020 IP LLC
• Inventors: Rogers, Isaac David, Bryson, James Edward, Harlan, Kathryn Kersey
• Primary Examiner(s): Knox, Tyler W
• Application Number:
  US14/274,351
• Publication Number:
  US 20150302426A1
• Time in Patent Office: 1,894 Days
• CPC Class Codes: A63F 2300/8082 Virtual reality
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06V 40/19 Sensors therefor
• CPC Class Codes: G06V 40/197 Matching; Classification

Abstract

Exemplary embodiments provide methods, mediums, and systems for behavioral research. In some embodiments, a simulated environment may be created. The simulated environment may be displayed to a user on a proprietary display device which utilizes a proprietary data format for storing the simulated environment. Multiple different types of proprietary devices may be supported by providing a hardware agnostic canvas and translation logic. The hardware agnostic canvas may be stored in a neutral format that is not specific to a proprietary display device. The translation logic may translate the hardware agnostic canvas into a format that is interpretably by a proprietary display device, and may translate data gathered from the proprietary display device into a hardware neutral format for further analysis.

Claims

1. A system for monitoring behaviors of a plurality of participants by a moderator and a client, the system comprising:

a non-transitory computer readable storage medium storing a hardware agnostic canvas for a virtual reality environment,

wherein the hardware agnostic canvas comprises a database of objects to be placed in the virtual reality environment, and coordinates for locating the objects in the virtual reality environment,

wherein the database further comprises trigger information associated with one or more of the objects, the trigger information relating to survey questions that may be triggered when an object associated with the trigger information is viewed in the virtual reality environment, and

wherein the moderator manipulates the virtual reality environment during a simulation, and

translation logic for translating the hardware agnostic canvas into a viewer-specific format; and

a processor programmed to;

track a gaze location with an attention tracking module,

view the virtual reality environment from the perspective of a participant,

modify a product object in the virtual reality environment based upon a demographic of at least one participant in the virtual reality environment,

access the hardware agnostic canvas, and

apply the translation logic to translate the hardware agnostic canvas into the viewer-specific format.

2. The system of claim 1, wherein the moderator manipulates a participant'"'"'s location in the virtual reality environment.

3. The system of claim 1, wherein the moderator manually triggers a survey question.

4. The system of claim 1, wherein the processor is further programmed to:

access the objects in the database, and

add at least one object from the database to a viewer-specific virtual reality environment.

5. The system of claim 1, wherein the objects comprise setting objects for defining the virtual reality environment, and environment objects representing objects of interest in a study.

6. The system of claim 5, wherein the attention tracking module collects gaze data regarding an amount of time spent viewing the objects.

7. The system of claim 6, wherein the translation logic translates the gaze data collected by the attention tracking module into a hardware-agnostic format.

8. The system of claim 1, wherein:

the storage medium further stores translation mapping information, the translation mapping information comprising display information for a plurality of different types of viewers, and

the translation logic accesses the translation mapping information to translate the hardware agnostic canvas into the viewer specific format in real time during the virtual reality environment simulation.

9. The system of claim 1, wherein the hardware agnostic canvas comprises vector image data for rendering an object of the hardware agnostic canvas in the virtual reality environment.

10. The system of claim 1, wherein the processor is programmed to analyze gaze data collected by the attention tracking module, and wherein the moderator changes at least one environment object.

11. A non-transitory computer-readable medium storing instructions that, when executed by a processor, cause the processor to:

manipulate, in real time, a hardware agnostic canvas for a virtual reality environment;

wherein the hardware agnostic canvas comprises a database of objects to be placed in the virtual reality environment, and the database further comprises trigger information associated with one or more of the objects, the trigger information relating to survey questions that may be triggered when an object associated with the trigger information is viewed in the virtual reality environment;

apply translation logic to the hardware agnostic canvas to translate the hardware agnostic canvas into a viewer-specific format, and

transmit virtual reality environment information in the viewer-specific format to a viewer.

12. The medium of claim 11, wherein the database comprises coordinates for locating the objects in the virtual reality environment.

13. The system of claim 12, wherein a moderator modifies the object.

14. The medium of claim 11, further storing instructions for:

receiving gaze data collected by an attention tracking module regarding an amount of time spent viewing objects in the virtual reality environment from the viewer, and

translating the gaze data collected into a hardware-agnostic format.

15. The medium of claim 11, wherein the processor is further programmed to:

trigger a survey when an object is viewed in the virtual reality environment,

access translation mapping information, the translation mapping information comprising display information for a plurality of different types of viewers, and

using the translation mapping information to translate the hardware agnostic canvas into the viewer-specific format.

16. The medium of claim 15, wherein the hardware agnostic canvas is translated into the viewer-specific format in real time as a viewer displays the virtual reality environment.

17. A method comprising:

accessing, using a processor of an electronic device, a hardware agnostic canvas for a virtual reality environment;

applying, using the processor, translation logic to the hardware agnostic canvas to translate the hardware agnostic canvas into a viewer-specific format, wherein the hardware agnostic canvas comprises a database of objects to be placed in the virtual reality environment, and coordinates for locating the objects in the virtual reality environment, and wherein the hardware agnostic canvas is translated into the viewer-specific format in real time as a viewer displays the virtual reality environment;

transmitting virtual reality environment information in the viewer-specific format to a viewer;

collecting attention data from an attention tracking module; and

manipulating the virtual reality environment in real time by changing an object of study in the virtual reality environment.

18. The method of claim 17, further comprising:

tracking a gaze location relative to the target object with;

first eye-tracking hardware in a virtual reality headset;

second eye-tracking hardware in the attention tracking module; and

receiving data, at a server, from said first and second eye-tracking hardware configured to determine the gaze location relative to the target object based on data received from the first and second eye-tracking hardware.

19. The method of claim 17, further comprising:

determining a gaze location relative to a plurality of objects based on data from the first eye-tracking hardware and the second eye-tracking hardware.

20. The method of claim 17, further comprising:

controlling the virtual reality environment by changing a location of a participant in the virtual reality environment,

triggering a survey when an object is viewed in the virtual reality environment,

modifying a product object in the virtual reality environment based upon the demographics of the participant in the virtual reality environment,

viewing, by a moderator, the virtual reality environment from the perspective of the participant,

viewing, by a client, the virtual reality environment from the perspective of the participant,

comparing aggregate data collected from at least one prior study with data collected from another study,

simulating an environment for at least one participant based up the at least one participant'"'"'s demographics,

simulating a different environment for at least one additional participant based upon the at least one additional participant'"'"'s demographics,

communicating with at least one participant during the virtual reality environment simulation,

conducting a split test,

displaying different versions of an object to different participants depending on the participants'"'"' demographics,

presenting a survey in at least one participant'"'"'s field of view in the virtual reality environment, and

analyzing location data based upon one or more areas in the participant'"'"'s view using a gaze box calculator.

21. A system for monitoring behaviors of a participant by a moderator, the system comprising:

a non-transitory storage medium storing logic, the logic comprising;

participant interface logic that sends and receives instructions to simulate the virtual reality environment wherein the participant interface logic comprises demographic rules that cause the virtual reality environment to be simulated in a different manner depending on demographics of the participant,

moderator interface logic that sends and receives instructions to simulate and manipulate the virtual reality environment, and

a processor programmed to execute the stored logic, wherein the processor is further programmed to;

maintain the virtual reality environment,

receive observational data about the virtual reality environment from the participant interface logic,

store the observational data in the storage medium; and

further comprising an interface configured to connect the system to a visual display device for displaying the virtual reality environment.

22. A system for monitoring behaviors of a participant by a moderator and a client, the system comprising:

a non-transitory storage medium storing logic, the logic comprising;

participant interface logic that sends and receives instructions for simulating a virtual reality environment and observing the virtual reality environment wherein the participant interface logic for observing the virtual reality environment comprises logic for changing a location of a participant'"'"'s gaze in the virtual reality environment,

moderator interface logic that sends and receives instructions for simulating the environment and manipulating the virtual reality environment, and

client interface logic that sends and receives instructions for viewing the virtual reality environment from the perspective of the participant; and

a processor programmed to execute the stored logic, wherein the processor is further programmed to;

maintain the virtual reality environment,

receive observational data about the virtual reality environment from the participant interface logic,

store the observational data in the storage medium;

identify that the location of the participant'"'"'s gaze encompasses a predefined trigger point;

retrieve a survey question associated with the predefined trigger point; and

transmit an instruction to a visual display device to display the retrieved survey question.

23. A method for monitoring behaviors of a participant by a moderator and a client, the method comprising:

simulating an environment comprising an object of study;

transmitting first instructions to a participant visual display device, the transmitted first instructions comprising instructions for displaying a participant perspective of a virtual reality environment on the participant visual display device;

receiving participant location data describing a change in a position or a gaze location of the participant in the virtual reality environment;

manipulating the virtual reality environment;

analyzing the participant location data to calculate a score based on an amount of attention paid by the participant to the object of study in the virtual reality environment;

moving the participant to a specified location in the virtual reality environment;

identifying that the participant'"'"'s gaze location encompasses a predefined trigger point;

retrieving a survey question associated with the predefined trigger point;

transmitting an instruction to the participant visual display device to display the retrieved survey question; and

storing the calculated score in a non-transitory storage medium.

24. A non-transitory electronic device readable medium storing instructions that, when executed, cause a processor to:

connect to a participant interface of an environmental server responsible for maintaining a virtual reality environment comprising an object of study, wherein the environmental server maintains a plurality of different types of interfaces, each type of interface corresponding to a different type of user interacting with the virtual reality environment and providing different capabilities for the different types of users;

receive information about the virtual reality environment from the participant interface;

render the virtual reality environment for a participant, wherein the instructions for rendering the virtual reality environment comprise instructions for displaying the virtual reality environment on a virtual reality headset;

transmit participant location data describing a change in a position or a gaze location of the participant in the virtual reality environment to the environmental server using the participant interface;

receive updated information about the virtual reality environment, and updating the rendered virtual reality environment based on the updated information;

receive a manipulation of the environment from an instruction transmitted through a moderator interface of the environmental server; and

execute the manipulation in the virtual reality environment.