A recent collaboration between Accenture, Qualcomm Technologies and Kellogg Company to develop and pilot a solution that is embedded with eye tracking technology in a mobile VR headset is set to reinvent performing market research and gathering of critical consumer data by brands and retailers.
The solution, Accenture Extended Reality (XR) practice, developed the VR merchandising product with the help of Qualcomm VR reference design headset, which is powered by the Qualcomm Snapdragon 845 Mobile VR Platform. The mixed reality software in the headset is provided by InContext Solutions and eye-tracking data analytics capabilities from Cognitive3D. This combination provides consumers an immersive experience in a full-scale, simulated store, allowing them to move through the space, shop, pick up products and place them in carts.
Moreover, consumers are monitored every single moment, allowing retailers to know what they are looking at and for how long and why. This helps companies to expand their reach to more geographically spread participants and conduct market research faster on a larger scale.
The headset was tested in partnership with Kellogg Company during the launch of its Pop Tart Bites product. This mobile VR eye-tracking solution provided far deeper behavioural data compared to standardised testing procedure, which usually depends on online surveys and in-home user tests.
Jenny McDaniels, senior manager of category strategy at Kellogg Company, added, “When trying to best assess a future product’s shelf placement, this new methodology provided optimal guidance from both a product and category perspective. This approach provided multiple data outputs, which in turn, created a holistic solution that would drive success for both the category and product.”
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