VIRTUAL REALITY SYSTEM INCLUDING SMART OBJECTS

• US 20100205043A1
• Filed: 12/29/2007
• Published: 08/12/2010
• 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 8,370,207 B2
• Time in Patent Office: Days
• US Class Current: 705/10
• 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 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 represents an element of the environment and is configured to be responsive to being viewed by a simulation participant;

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

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

each time the participant views with one of the smart objects while interacting with the virtual reality simulation, generating a record describing a respective view by the participant with a respective one of the smart objects; and

storing each generated record.

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

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

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

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 used by the participant to navigate through the environment.

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

8. A 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 represents an element of the environment and is configured to be responsive to being viewed by a simulation participant;

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

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

each time the participant views with one of the smart objects while interacting with the virtual reality simulation, generating a record describing a respective view by the participant with a respective one of the smart objects; and

storing each generated record.

9. The 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 virtual shopping environment.

10. 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.

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

12. The 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 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.

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

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 the virtual reality simulation,

generate, from the set of simulation data, one or more smart objects, wherein each smart object represents an element of the environment and is configured to be responsive to being viewed by a simulation participant, and

generate a virtual reality simulation that includes the respective elements of the one or more smart objects; and

a virtual reality display platform, comprising;

an instrumented navigation device;

one or more display screens;

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 a virtual reality display platform,

each time the participant views with one of the smart objects while interacting with the virtual reality simulation, generate a record describing a respective view by the participant with a respective one of the smart objects, and

store each generated record.

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

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

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