Effective virtual reality environments for presentation of marketing materials
View Patent ↗Effective virtual reality environments including in-store virtual reality environments such as supermarket aisles, store shelves, cooler displays, etc. are generated using frameworks and customer layout information. Marketing materials are integrated with the virtual reality environment while introducing imperfections and/or other cues of realism to create a virtual reality environment representation. Imperfections may include misaligned marketing materials, product label blemishes, packages placed slightly askew, etc. Sensory experiences output to the user via the virtual reality environment representation elicit interactivity with a user and user movements, motions, and responses are used to evaluate the effectiveness of the marketing materials and/or the virtual reality environment representations.
1. A method comprising:
generating a virtual reality environment using a processor;
receiving marketing materials and a layout for the marketing materials for presentation in the virtual reality environment;
integrating the marketing materials and the virtual reality environment into a virtual reality environment representation;
introducing imperfections into the virtual reality environment representation, wherein the imperfections include one or more marketing materials placed slightly askew; and
determining an effectiveness of the marketing materials in the virtual reality environment representation.
2. The method of claim 1 , wherein the effectiveness of the marketing materials is based on neuro-response data gathered from one or more subjects exposed to the marketing materials in the virtual reality environment representation.
3. The method of claim 1 , wherein the marketing materials comprise one or more of a product label, a product, a service offering, a sign, a placard or a package.
4. The method of claim 1 , wherein the imperfections further include one or more marketing materials with a product label blemish.
5. The method of claim 1 , further comprising determining an effectiveness of the virtual reality environment representation.
6. The method of claim 5 , wherein the effectiveness of the virtual reality environment representation is based on neuro-response data gathered from one or more subjects exposed to the virtual reality environment representation.
7. A method comprising:
generating a virtual reality environment using a processor;
receiving marketing materials and a layout for the marketing materials for presentation in the virtual reality environment;
integrating the marketing materials and the virtual reality environment into a virtual reality environment representation;
introducing imperfections into the virtual reality environment representation, wherein the imperfections include one or more misaligned marketing materials; and
determining an effectiveness of the marketing materials in the virtual reality environment representation.
8. The method of claim 7 , wherein the effectiveness of the marketing materials is based on neuro-response data gathered from one or more subjects exposed to the marketing materials in the virtual reality environment representation.
9. The method of claim 7 , further comprising determining an effectiveness of the virtual reality environment representation.
10. The method of claim 9 , wherein the effectiveness of the virtual reality environment representation is based on neuro-response data gathered from one or more subjects exposed to the virtual reality environment representation.
11. A method comprising:
generating a virtual reality environment using a processor;
receiving marketing materials and a layout for the marketing materials for presentation in the virtual reality environment;
integrating the marketing materials and the virtual reality environment into a virtual reality environment representation;
introducing imperfections into the virtual reality environment representation, wherein the imperfections include one or more of a marketing material placed slightly askew or a misaligned marketing material;
determining an effectiveness of the marketing materials in the virtual reality environment representation; and
determining an effectiveness of the virtual reality environment representation,
wherein one or more of the effectiveness of the marketing materials or the effectiveness of the virtual reality environment representation is based on neuro-response data gathered from one or more subjects exposed to one or more of the virtual reality environment representation or the marketing materials in the virtual reality environment representation, and
wherein neuro-response data is gathered using a plurality of modalities including Electronencephalography and Electrooculography.
12. A method comprising:
generating a virtual reality environment using a processor;
receiving marketing materials and a layout for the marketing materials for presentation in the virtual reality environment;
integrating the marketing materials and the virtual reality environment into a virtual reality environment representation;
introducing imperfections into the virtual reality environment representation, wherein the imperfections include one or more of a marketing material placed slightly askew or a misaligned marketing material;
obtaining neuro-response data gathered from one or more subjects exposed to one or more of the virtual reality environment representation or the marketing materials in the virtual reality environment representation;
obtaining event related potential measurements from the neuro-response data at multiple regions of the brain;
determining an effectiveness of the marketing materials in the virtual reality environment representation; and
determining an effectiveness of the virtual reality environment representation, wherein one or more of the effectiveness of the marketing materials or the effectiveness of the virtual reality environment representation is based on the event related potential measurements.
13. A method comprising:
generating a virtual reality environment using a processor;
receiving marketing materials and a layout for the marketing materials for presentation in the virtual reality environment;
integrating the marketing materials and the virtual reality environment into a virtual reality environment representation;
introducing imperfections into the virtual reality environment representation, wherein the imperfections include one or more of a marketing material placed slightly askew or a misaligned marketing material;
obtaining neuro-response data gathered from one or more subjects exposed to one or more of the virtual reality environment representation or the marketing materials in the virtual reality environment representation;
obtaining event related time-frequency analysis of the neuro-response data to assess one or more of attention, emotion or memory retention across multiple frequency bands;
determining an effectiveness of the marketing materials in the virtual reality environment representation;
determining an effectiveness of the virtual reality environment representation, wherein the effectiveness of one or more of the marketing materials or the virtual reality environment representation is determined based on the event related time-frequency analysis.
14. A system comprising:
an interface to receive marketing materials and a layout for the marketing materials for presentation in a virtual reality environment; and
a processor to:
generate the virtual reality environment;
integrate the marketing materials and the virtual reality environment into a virtual reality environment representation;
introduce imperfections into the virtual reality environment representation, wherein the imperfections include one or more marketing materials placed slightly askew; and
determine an effectiveness of the marketing materials in the virtual reality environment representation.
15. The system of claim 14 , wherein the effectiveness of the marketing materials is based on neuro-response data gathered from one or more subjects exposed to the marketing materials in the virtual reality environment representation.
16. The system of claim 14 , wherein the marketing materials comprise one or more of a product label, a product, a service offering, a sign, a placard or a package.
17. The system of claim 14 , wherein the imperfections include one or more marketing materials with a product label blemish.
18. The system of claim 14 , wherein the processor is to determine an effectiveness of the virtual reality environment representation.
19. The system of claim 18 , wherein the effectiveness of the virtual reality environment representation is based on neuro-response data gathered from one or more subjects exposed to the virtual reality environment representation.
20. A system comprising:
an interface to receive marketing materials and a layout for the marketing materials for presentation in a virtual reality environment; and
a processor to:
generate the virtual reality environment;
integrate the marketing materials and the virtual reality environment into a virtual reality environment representation;
introduce imperfections into the virtual reality environment representation, wherein the imperfections include one or more misaligned marketing materials; and
determine an effectiveness of the marketing materials in the virtual reality environment representation.
21. The system of claim 20 , wherein the effectiveness of the marketing materials is based on neuro-response data gathered from one or more subjects exposed to the marketing materials in the virtual reality environment representation.
22. The system of claim 20 , wherein the processor is to determine an effectiveness of the virtual reality environment representation.
23. The system of claim 22 , wherein the effectiveness of the virtual reality environment representation is based on neuro-response data gathered from one or more subjects exposed to the virtual reality environment representation.
24. A system comprising:
an interface to receive marketing materials and a layout for the marketing materials for presentation in a virtual reality environment; and
a processor to:
generate the virtual reality environment;
integrate the marketing materials and the virtual reality environment into a virtual reality environment representation;
introduce imperfections into the virtual reality environment representation, wherein the imperfections include one or more of a marketing material placed slightly askew or a misaligned marketing material;
determine an effectiveness of the marketing materials in the virtual reality environment representation; and
determine an effectiveness of the virtual reality environment representation, wherein the effectiveness of one or more of the marketing materials or the virtual reality environment representation is based on neuro-response data gathered from one or more subjects exposed to one or more of the virtual reality environment representation or the marketing materials in the virtual reality environment representation, and
wherein neuro-response data is gathered using a plurality of modalities including Electronencephalography and Electrooculography.
25. A system comprising:
an interface to receive marketing materials and a layout for the marketing materials for presentation in a virtual reality environment; and
a processor to:
generate the virtual reality environment;
integrate the marketing materials and the virtual reality environment into a virtual reality environment representation;
introduce imperfections into the virtual reality environment representation, wherein the imperfections include one or more of a marketing material placed slightly askew or a misaligned marketing material;
obtain neuro-response data gathered from one or more subjects exposed to one or more of the virtual reality environment representation or the marketing materials in the virtual reality environment representation;
obtain event related potential measurements from the neuro-response data at multiple regions of the brain;
determine an effectiveness of the marketing materials in the virtual reality environment representation; and
determine an effectiveness of the virtual reality environment representation, wherein one or more of the effectiveness of the marketing materials or the effectiveness of the virtual reality environment representation is based on the event related potential measurements.
26. A system comprising:
an interface to receive marketing materials and a layout for the marketing materials for presentation in a virtual reality environment; and
a processor to:
generate the virtual reality environment;
integrate the marketing materials and the virtual reality environment into a virtual reality environment representation;
introduce imperfections into the virtual reality environment representation, wherein the imperfections include one or more of a marketing material placed slightly askew or a misaligned marketing material;
obtain neuro-response data gathered from one or more subjects exposed to one or more of the virtual reality environment representation or the marketing materials in the virtual reality environment representation;
obtain event related time-frequency analysis of the neuro-response data to assess one or more of attention, emotion or memory retention across multiple frequency bands;
determine an effectiveness of the marketing materials in the virtual reality environment representation; and
determining an effectiveness of the virtual reality environment representation, wherein the effectiveness of one or more of the marketing materials or the virtual reality environment representation is determined based on the event related time-frequency analysis.