Going Deep: Mining Experiential and Behavioral Data in VR

Going Deep: Mining Experiential and Behavioral Data in VR March 16th, 2016 Sunny Webb, Senior R&D Principal Accenture Technology Labs

@sunnymwebb @accenturelabs

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Beyond gaming, does VR really matter?

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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

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

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


Visualizing Products and Experiences in a Rich Virtual Environment

Virtual Reality - Tours Platform

http://www.techlabsdemos.com/tour

Featured @ Mobile World Congress

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 Interior museum in Washington, DC


Sports: Analyzing Game Data

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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

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No, really. Beyond gaming, does VR matter?


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?


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.


Strongly Agree

Strongly Disagree

1 5 2 3 4


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


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.


Bold/shaded signifies statistically relevant


Analyzing VR’s Impact to User Influence


Web Photosphere


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.




Analyzing VR’s Impact to User Retaining Knowledge


Web Photosphere


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.



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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

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Simplified Conclusion: Beyond gaming, VR matters. For more / latest info: https://www.accenture.com/ch-en/accenture-technology-labs-index

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Thank You & Questions

Sunny Webb Senior R&D Principal Accenture Technology Labs

sunnymwebb

Going Deep: Mining Experiential and Behavioral Data in VR

Technology

Transcript of Going Deep: Mining Experiential and Behavioral Data in VR