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Going Deep: Mining Experiential and Behavioral Data in VR

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Beyond gaming, VR matters,

https://www.accenture.com/ch-en/accenture-technology-labs-index

Publicada em: Tecnologia

Going Deep: Mining Experiential and Behavioral Data in VR

  1. 1. Going Deep: Mining Experiential and Behavioral Data in VR March 16th, 2016 Sunny Webb, Senior R&D Principal Accenture Technology Labs @sunnymwebb @accenturelabs
  2. 2. 2 Beyond gaming, does VR really matter?
  3. 3. 3 For more than 20 years, Accenture Technology Labs has served as the tip of the spear for technology innovation at Accenture. Technology Labs Overview Sophia Antipolis, France San Jose, CA Washington, D.C. Beijing, China Bangalore, India Over the last 5 years Accenture Technology Labs has: •  Supported 300+ client engagements and hosted 1100+ client workshops •  Published 200+ thought leadership pieces, filed 110+ patent applications, and garnered 350+ Tier-1 media hits Global Technology Research & Development Accenture Technology Labs Open Innovation Accenture Technology Vision
  4. 4. Business Impact of Immersive Tech From Tourism to Transportation Immersive Technology: Virtual Reality, Augmented Reality, Mixed Reality AR / VR Market will be $148B by 2020. -DigiCapital
  5. 5. Copyright © 2016 Accenture All rights reserved. 5 Accenture’s recent work in immersive technology 2013 Multinational Consumer Goods client 2014 Philips Healthcare, Major Oil & Gas client, Major Mining client 2015 Major Entertainment Firm, Major Aerospace, National Park Service, Grupo Damm Acquired Chaotic Moon 2016 RBG 6Nations, Top secret mixed reality underway across industries 2017
  6. 6. Copyright © 2016 Accenture All rights reserved. 6 Visualizing Products and Experiences in a Rich Virtual Environment Virtual Reality - Tours Platform http://www.techlabsdemos.com/tour Featured @ Mobile World Congress
  7. 7. Copyright © 2016 Accenture All rights reserved. 7 7 National Parks: 3D Virtual Park Secretary Sally Jewell, Secretary of the Interior with a Find Your Park 3D viewer during the NPS Virtual Tour launch Centennial Campaign: Find Your Park Virtual tech innovation built by Accenture for the NPS Find Your Park launch features four iconic National Parks. App available in Apple and Google stores: NPS Virtual Tours Accenture work featured in Department of Int erior museum in Washington, DC
  8. 8. Copyright © 2016 Accenture All rights reserved. 8 Sports: Analyzing Game Data
  9. 9. 9 Analyzing Industry Use Cases Use Case Categories: 1.  Sales, Marketing, Customer Engagement 2.  Education, Training and Safety Preparation 3.  Engineering Activities (Capital Project Planning) Replacement Augmented Singular Channel Spatially Aware Immersive Technology Spectrum
  10. 10. 10 No, really. Beyond gaming, does VR matter?
  11. 11. Copyright © 2016 Accenture All rights reserved. 11 Technology Research Hypothesis The more immersive of a digital experience, the greater the user will: 1. Be engaged: Is VR a trend, or a proven tool with ROI promise? 2. Be influenced: Does VR impact the users behavior? 3. Retain knowledge: Can VR accelerate learning?
  12. 12. Copyright © 2016 Accenture All rights reserved. 12 Qualifying Experiential & Behavioural Impact of VR …or for our use cases, “How Immersive is Immersive enough?” 1: Static Photo 2: Online Photosphere 3: Phone Portal 4: Google Cardboard VR Viewer* A non-biased remote population was engaged from to learn about a park, and then respond to how the material engaged, influenced, and educated them. Increased Immersiveness *Test subject 4 required access to a VR viewer, and thus data was excluded to to population-bias.
  13. 13. Copyright © 2015 Accenture All rights reserved. 13 Strongly Agree Strongly Disagree 1 52 3 4
  14. 14. Copyright © 2016 Accenture All rights reserved. 14 Question Designed to measure of Impact on: I find the park preview interesting User engagement The park preview increases my interest in seeing the forest in person Future engagement The park preview is annoying to navigate Comfort, ease of engagement The park preview makes me feel like I am actually in the forest Authenticity and believability The park preview makes me happy User engagement, Brand association The park preview feels professionally made Impression of professionalism The park preview feels like an authentic representation of the forest Authenticity, Trust I think the park preview experience is innovative User engagement This park preview adequately replaces being in the forest in person. Future in-person engagement Design of Quantified Research Subjects
  15. 15. Copyright © 2016 Accenture All rights reserved. 15 Analyzing VR’s Impact to User Engagement Question Static Image Web Photosphere Non-Cardboard Mobile App I find the park preview interesting 1.80 1.41 1.20 The park preview makes me happy 1.85 1.58 1.62 The park preview feels professionally made 2.30 1.73 1.42 I think the park preview experience is innovative 2.25 1.85 1.42 Assumption: Users want to have an experience that creates happiness, is professional, interesting, innovative. Increased Immersiveness Bold/shaded signifies statistically relevant
  16. 16. Copyright © 2016 Accenture All rights reserved. 16 Analyzing VR’s Impact to User Influence Question Static Image Web Photosphere Non-Cardboard Mobile App The park preview increases my interest in seeing the forest in person 1.92 1.48 1.49 The park preview makes me feel like I am actually in the forest 2.53 1.81 1.76 The park preview feels like an authentic representation of the forest 2.21 1.71 1.44 Assumption: Users are influenced when interest, and perceived authenticity, and trust are increased. Increased Immersiveness Bold/shaded signifies statistically relevant
  17. 17. Copyright © 2016 Accenture All rights reserved. 17 Analyzing VR’s Impact to User Retaining Knowledge Question Static Image Web Photosphere Non-Cardboard Mobile App The park preview is annoying to navigate 3.77 3.75 3.55 The park preview makes me feel like I am actually in the forest 2.53 1.81 1.76 The park preview feels like an authentic representation of the forest 2.21 1.71 1.44 This park preview adequately replaces being in the forest in person. 3.00 3.20 3.29 Assumption: Users will retain knowledge when they have sufficiently experienced a situation with ease. Increased Immersiveness Bold/shaded signifies statistically relevant
  18. 18. 18 Key Take-Away: For Accenture’s clients, as they increase immersiveness in digital experiences, users rank higher amounts of: Engagement: 18% more engaged Influence: 16% more influence Retaining knowledge: 4% more natural & 15% increased sufficiency
  19. 19. 19 Simplified Conclusion: Beyond gaming, VR matters. For more / latest info: https://www.accenture.com/ch-en/accenture-technology-labs-index
  20. 20. 20 Thank You & Questions Sunny Webb Senior R&D Principal Accenture Technology Labs sunnymwebb

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