VIRTUAL REALITY SYSTEM INCLUDING VIEWER RESPONSIVENESS TO SMART OBJECTS

• US 20100149093A1
• Filed: 12/29/2007
• Published: 06/17/2010
• Est. Priority Date: 12/30/2006
• Status: Active Grant

• Current Assignee: Red Dot Square Solutions Ltd. (WPP PLC)
• Original Assignee: Red Dot Square Solutions Ltd. (WPP PLC)
• Inventors: Edwards, Mark
• Granted Patent: US 9,940,589 B2
• Time in Patent Office: Days
• US Class Current: 345/156
• CPC Class Codes: G06F 3/011 Arrangements for interaction with the human body, e.g. for user immersion in virtual reality blind teaching G09B21/00
• CPC Class Codes: G06F 3/013 Eye tracking input arrangements G06F3/015 takes precedence
• CPC Class Codes: G06Q 10/04 Forecasting or optimisation specially adapted for administrative or management purposes, e.g. linear programming or "cutting stock problem" market predictions or forecasting for commercial activities G06Q30/0202
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0643 Graphical representation of items or shoppers

Abstract

Embodiments of the invention include a virtual reality system that includes an instrumented device used to present a virtual shopping environment to a simulation participant. The participant'"'"'s interactions with the virtual shopping environment may be used to conduct market research into the consumer decision making process. The virtual shopping environment may include one or more smart objects configured to be responsive to participant interaction. The virtual shopping environment may recreate a real-world shopping environment.

Claims

1. A computer-implemented method of generating market research data, comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data;

training an eye-tracking system to monitor eye movements of a participant viewing simulation content on one or more display screens of a virtual reality display platform;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring the eye movements of the participant while the participant interacts with the virtual reality simulation; and

storing information describing the monitored eye movements.

2. The method of claim 1, further comprising, generating a visualization of the monitored eye movements, wherein the visualization superimposes a path of the participant'"'"'s gaze on a display of the virtual shopping environment simulation.

3. The method of claim 1, wherein training the eye-tracking system comprises prompting the participant to focus on a sequence of targeted points on the one or more display screen.

4. The method of claim 1, wherein the simulation content includes one or more smart objects, wherein each smart object represents an element of the virtual shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the virtual shopping environment.

5. The method of claim 4, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object.

6. The method of claim 4, further comprising, generating a visualization of the monitored eye movements, wherein the visualization includes a sequence of smart objects viewed by the participant while interacting with the virtual shopping environment.

7. The method of claim 4, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the virtual shopping environment.

8. A computer-readable storage medium containing a program configured to create a virtual reality simulation used to conduct market research, the program including instructions for performing an operation, the operation comprising:

receiving a set of simulation data describing a shopping environment to represent in a virtual reality simulation;

generating the virtual reality simulation, based on the received simulation data;

training an eye-tracking system to monitor eye movements of a participant viewing simulation content on one or more display screens of a virtual reality display platform;

presenting the virtual reality simulation to the simulation participant on the virtual reality display platform;

monitoring the eye movements of the participant while the participant interacts with the virtual reality simulation; and

storing information describing the monitored eye movements.

9. The computer-readable storage medium of claim 8, wherein the operation further comprises, generating a visualization of the monitored eye movements, wherein the visualization superimposes a path of the participant'"'"'s gaze on a display of the virtual shopping environment simulation.

10. The computer-readable storage medium of claim 8, wherein training the eye-tracking system comprises prompting the participant to focus on a sequence of targeted points on the one or more display screen.

11. The computer-readable storage medium of claim 8, wherein the simulation content includes one or more smart objects, wherein each smart object represents an element of the virtual shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the virtual shopping environment.

12. The computer-readable storage medium of claim 11, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object.

13. The computer-readable storage medium of claim 11, wherein the operation further comprises, generating a visualization of the monitored eye movements, wherein the visualization includes a sequence of smart objects viewed by the participant while interacting with the virtual shopping environment.

14. The computer-readable storage medium of claim 11, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the virtual shopping environment.

15. A system, comprising:

a computing device;

a memory storing a virtual reality program, wherein the virtual reality program is configured to;

receive a set of simulation data describing a shopping environment to represent in a virtual reality simulation,

generate the virtual reality simulation, based on the received simulation data, and

train an eye-tracking system to monitor eye movements of a participant viewing simulation content on one or more display screens of a virtual reality display platform; and

the virtual reality display platform comprising;

an instrumented navigation device,

one or more display screens,

the eye-tracking system,

the computing device, and

a virtual reality presentation program, wherein the virtual reality presentation program is configured to;

present the virtual reality simulation to the simulation participant on the virtual reality display platform,

monitor the eye movements of the participant while the participant interacts with the virtual reality simulation, and

store information describing the monitored eye movements.

16. The system of claim 15, wherein the virtual reality program is further configured to generate a visualization of the monitored eye movements, wherein the visualization superimposes a path of the participant'"'"'s gaze on a display of the virtual shopping environment simulation.

17. The system of claim 15, wherein training the eye-tracking system comprises prompting the participant to focus on a sequence of targeted points on the one or more display screen.

18. The system of claim 15, wherein the simulation content includes one or more smart objects, wherein each smart object represents an element of the virtual shopping environment and is configured to be responsive to being viewed by a simulation participant interacting with the virtual shopping environment.

19. The system of claim 18, wherein monitoring the eye movements of the participant comprises, upon determining whether the participant is viewing one of the smart objects, generating a record describing how long the participant views that smart object.

20. The system of claim 18, wherein the virtual reality program is further configured to generate a visualization of the monitored eye movements, wherein the visualization includes a sequence of smart objects viewed by the participant while interacting with the virtual shopping environment.

21. The system of claim 18, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the virtual shopping environment.