VIRTUAL REALITY SYSTEM FOR ENVIRONMENT BUILDING

• US 20110010266A1
• Filed: 12/29/2007
• Published: 01/13/2011
• 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 8,341,022 B2
• Time in Patent Office: Days
• US Class Current: 705/26.8
• CPC Class Codes: G06Q 30/06 Buying, selling or leasing transactions
• CPC Class Codes: G06Q 30/0633 Lists, e.g. purchase orders, compilation or processing
• CPC Class Codes: G06Q 30/0641 Shopping interfaces
• CPC Class Codes: G06T 19/00 Manipulating 3D models or images for computer graphics
• CPC Class Codes: G06T 2210/04 Architectural design, interior design

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 method for creating a virtual reality simulation comprising:

receiving a set of simulation data describing a real-world shopping environment;

generating, from the set of simulation data, a plurality of smart objects, wherein;

(i) each smart object represents a respective element of the virtual shopping environment, comprising at least one of a floor, a shelf, a sign, and a product within the real-world shopping environment, and

(ii) each smart object is configured to be responsive to being viewed by a simulation participant interacting with the virtual shopping environment;

generating the virtual shopping environment, wherein the virtual shopping environment is representative of the real-world shopping environment and includes the one or more smart objects;

presenting the virtual shopping environment to the simulation participant on a virtual reality display platform;

each time the participant views one of the smart objects while interacting with the virtual shopping environment, generating a record describing the interaction; and

storing each generated record.

2. The method of claim 1, wherein the virtual reality display platform includes one or more display screens and an eye-tracking system.

3. The method of claim 2, wherein at least one generated record describes how long the participant viewed the smart object on a display screen.

4. The method of claim 1, wherein the set of simulation data further describes an indication of consumer product preferences provided by the participant, and wherein the one or more smart objects are generated in response to the consumer product preferences of the participant.

5. The method of claim 1, wherein the virtual reality display platform includes an instrumented device used by the participant to navigate through the environment.

6. The method of claim 5, wherein the instrumented device simulates an appearance and function of a shopping cart.

7. The method of claim 1, wherein the set of simulation data includes at least one of a computer aided design (CAD) drawing, planogram data, store layout data, and product data sales data.

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, comprising:

receiving a set of simulation data describing a real-world shopping environment;

generating, from the set of simulation data, a plurality of smart objects, wherein;

(i) each smart object represents a respective element of the virtual shopping environment, comprising at least one of a floor, a shelf, a sign, and a product within the real-world shopping environment, and

(ii) each smart object is configured to be responsive to being viewed by a simulation participant interacting with the virtual shopping environment;

generating the virtual shopping environment, wherein the virtual shopping environment is representative of the real-world shopping environment and includes the one or more smart objects;

presenting the virtual shopping environment to the simulation participant on a virtual reality display platform;

each time the participant views one of the smart objects while interacting with the virtual shopping environment, generating a record describing the interaction; and

storing each generated record.

9. The computer-readable storage medium of claim 8, wherein the virtual reality display platform includes one or more display screens and an eye-tracking system.

10. The computer-readable storage medium of claim 9, wherein at least one generated record describes how long the participant viewed the smart object on a display screen.

11. The computer-readable storage medium of claim 8, wherein the set of simulation data further describes an indication of consumer product preferences provided by the participant, and wherein the one or more smart objects are generated in response to the consumer product preferences of the participant.

12. The computer-readable storage medium of claim 8, wherein the virtual reality display platform includes an instrumented device used by the participant to navigate through the environment.

13. The computer-readable storage medium of claim 12, wherein the instrumented device simulates an appearance and function of a shopping cart.

14. The computer-readable storage medium of claim 8, wherein the set of simulation data includes at least one of a computer aided design (CAD) drawing, planogram data, store layout data, and product data sales data.

15. A system, comprising:

a computing device;

a memory storing a virtual reality program, wherein the virtual reality program is configured to perform an operation, comprising;

receiving a set of simulation data describing a real-world shopping environment,

generating, from the set of simulation data, a plurality of smart objects, wherein;

(i) each smart object represents a respective element of the virtual shopping environment, comprising at least one of a floor, a shelf, a sign, and a product within the real-world shopping environment, and

(ii) each smart object is configured to be responsive to being viewed by a simulation participant interacting with the virtual shopping environment, and

generating the virtual shopping environment from the plurality of smart objects, wherein the virtual shopping environment is representative of the real-world shopping environment and includes the one or more smart objects;

a virtual reality display platform, comprising;

an instrumented navigation device,

one or more display screens,

a computing device, and

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

present the virtual shopping environment to the simulation participant on a virtual reality display platform, and

each time the participant views one of the smart objects while interacting with the virtual shopping environment, generate a record describing the interaction.

16. The system of claim 15, wherein the virtual reality display platform includes one or more display screens and an eye-tracking system.

17. The system of claim 16, wherein at least one generated record describes how long the participant viewed the smart object on a display screen.

18. The system of claim 15, wherein the set of simulation data further describes an indication of consumer product preferences provided by the participant, and wherein the one or more smart objects are generated in response to the consumer product preferences of the participant.

19. The system of claim 15, wherein the instrumented device simulates an appearance and function of a shopping cart.

20. The system of claim 15, wherein the set of simulation data includes at least one of a computer aided design (CAD) drawing, planogram data, store layout data, and product data sales data.