Large food, drink and snack brands spend billions of dollars each year to release new products. The packaging of these products is often decided by a handful of marketeers/ designers, because it would be too expensive to conduct a large consumer A/B test with different packagings in real stores. With virtual reality we can offer a way to do exactly that. Our software displays a new product on a (virtual) shelf in an Oculus Rift that the consumer is wearing. Different groups of consumers see the same product with different packagings (A/B test). By using eye tracking and a brain wave measuring device, we find out which packaging leads to most consumers seeing the product and becoming interested or even excited about it. With this information the company behind that particular product can significantly increase the revenue potential of their product and decrease the risk that it will become a flop.
What it does
We show the consumer an entire shelf of products, one of which is the one that is being tested. (In this demo, we show only the product.) We quantify the user behaviour by tracking brain waves with an EEG device on her head as well es eye movement, through the directions in which the user moves her head.
How we built it
Challenges we ran into
Accomplishments that we're proud of
The hand tracking was very challenging and we managed to implement it. Through our use of EEG tracking and hand motion tracking we are able to retrieve non-biased user reactions. Thus our test is better thahttps://github.com/paulkunze/VR-ifyn a typical survey, where consumers are simply asked which packaging design they prefer.
What we learned
We were positively surprised about how well this technology fits together for this use case. This is totally possible!
What's next for VR-ify
Develop a single piece of software to consolidate and synchronize the entire technology we use. On the hardware side, integrate the EEG scanner into the VR headset so it becomes easier to mount on the subject. Identifying the first company to conduct a pilot test.