Virtual reality system including smart objects

• US 8,370,207 B2
• Filed: 12/29/2007
• Issued: 02/05/2013
• 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
• Primary Examiner(s): ZURITA, JAMES H
• Application Number:
  US12/518,620
• Publication Number:
  US 20100205043A1
• Time in Patent Office: 1,865 Days
• Field of Search: 705/26, 705/27, 705/26.1, 705/27.1, 705/26.43
• US Class Current: 705/26.1
• CPC Class Codes: G06F 3/04842 Selection of displayed objects or displayed text elements G06F3/0482 takes precedence
• CPC Class Codes: G06F 3/0488 using a touch-screen or digitiser, e.g. input of commands through traced gestures
• CPC Class Codes: G06F 30/20 Design optimisation, verification or simulation optimisation, verification or simulation of circuit designs G06F30/30
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0603 Catalogue ordering
• 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 method of generating a virtual reality simulation of a shopping environment, comprising:

receiving, at a simulation system comprising one or more computing devices, a set of simulation data describing a shopping environment to represent in the virtual reality simulation;

generating, using the simulation system and from the set of simulation data, one or more smart objects, wherein each smart object is a virtual representation of an object in the shopping environment;

generating, using the simulation system, a virtual reality simulation that includes the one or more smart objects;

presenting the virtual reality simulation to the simulation participant on a virtual reality display platform, the virtual reality display platform comprising one or more touch screen display devices;

each time the participant views one of the smart objects while interacting with the virtual reality simulation, generating, using the simulation system, a viewing record indicating that the participant viewed the respective one of the smart objects on the one or more touch screen display devices;

each time the participant touches the one or more touch screen display devices on an area in which one of the smart objects is displayed, generating, using the simulation system, a touching record indicating that the participant touched the respective one of the smart objects; and

storing each generated viewing and touching record in a memory.

2. The method of claim 1, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the shopping environment.

3. The method of claim 1, wherein the virtual reality display platform includes an eye-tracking system configured to monitor eye movements of the user for use in generating viewing records.

4. The method of claim 3, wherein at least one of the generated viewing records describes how long the participant viewed the smart object on the one or more touch screen display devices.

5. The method of claim 1, wherein the set of simulation data includes 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.

6. The method of claim 1, wherein the virtual reality display platform includes an instrumented device, and wherein the method further comprises receiving user input from the instrumented device and displaying images on the one or more touch screen display devices that are configured to simulate navigating through the shopping environment based on the user input.

7. The method of claim 6, wherein the instrumented device comprises a physical handle configured to simulate an appearance and function of at least a portion of a shopping cart.

21. The method of claim 1, wherein the touching record comprises an indication that the participant chose to purchase the respective one of the smart objects, and wherein storing the touching record comprises storing the indication that the participant chose to purchase the respective one of the smart objects.

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

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

generating, from the set of simulation data, one or more smart objects, wherein each smart object is a virtual representation of an object in the shopping;

generating a virtual reality simulation that includes the one or more smart objects;

presenting the virtual reality simulation to the simulation participant on a virtual reality display platform, the virtual reality display platform comprising one or more touch screen display devices;

each time the participant views one of the smart objects while interacting with the virtual reality simulation, generating a viewing record indicating that the participant viewed the respective one of the smart objects on the one or more touch screen display devices;

each time the participant touches the one or more touch screen display devices on an area in which one of the smart objects is displayed, generating a touching record indicating that the participant touched the respective one of the smart objects; and

storing each generated viewing and touching record in a memory.

9. The non-transitory computer-readable storage medium of claim 8, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the shopping environment.

10. The non-transitory computer-readable storage medium of claim 8, wherein the virtual reality display platform includes an eye-tracking system configured to monitor eye movements of the user for use in generating viewing records.

11. The non-transitory computer-readable storage medium of claim 10, wherein at least one of the generated viewing records describes how long the participant viewed the smart object on the one or more touch screen display devices.

12. The non-transitory computer-readable storage medium of claim 8, wherein the set of simulation data includes 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.

13. The non-transitory computer-readable storage medium of claim 8, wherein the virtual reality display platform includes an instrumented device from which user input is received, and wherein the on the one or more touch screen display devices are configured to display images that simulate navigating through the shopping environment based on the user input.

14. The non-transitory computer-readable storage medium of claim 13, wherein the instrumented device comprises a physical handle configured to simulate an appearance and function of at least a portion of a shopping cart.

15. A system, comprising:

at least one computing device;

a virtual reality display platform comprising;

an instrumented device; and

one or more touch screen display devices; and

a memory storing a virtual reality program, wherein, when executed by the at least one computing device, the virtual reality program is configured to cause the at least one computing device to;

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

generate, from the set of simulation data, one or more smart objects, wherein each smart object is a virtual representation of an object in the shopping environment,

generate a virtual reality simulation that includes the one or more smart objects,

present the virtual reality simulation to the simulation participant on the one or more touch screen display devices of the virtual reality display platform,

each time the participant views one of the smart objects while interacting with the virtual reality simulation, generate a viewing record indicating that the participant viewed the respective one of the smart objects on the one or more touch screen display devices,

each time the participant touches the one or more touch screen display devices on an area in which one of the smart objects is displayed, generate a touching record indicating that the participant touched the respective one of the smart objects, and

store each generated viewing and touching record,

wherein instrumented device is configured to receive user input and the one or more touch screen display devices are configured to display images that simulate navigating through the shopping environment based on the user input.

16. The system of claim 15, wherein each smart object represents one of a floor, a shelf, a sign, and a product within the shopping environment.

17. The system of claim 15, wherein the set of simulation data includes 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.

18. The system of claim 15, wherein the virtual reality display platform further comprises an eye-tracking system configured to monitor eye movements of the participant for use in generating viewing records.

19. The system of claim 18, wherein at least one of the generated viewing records describes how long the participant viewed the smart object on the one or more touch screen display devices.

20. The system of claim 15, wherein the instrumented device comprises a physical handle configured to simulate an appearance and function of at least a portion of a shopping cart.