Eye tracking has long been seen as a transformative technology when it comes to virtual reality (VR). Offering functionality such as foveated rendering and gaze-based interaction with players and NPC’s for consumers, it’s the enterprise applications that are truly pushing the tech. The HTC Vive Pro Eye was recently introduced at CES 2019 with integrated Tobii technology, and Qualcomm’s own reference design 845 headset includes Tobii’s eye tracking. One business use case for VR eye tracking is to do with gather consumer data, which is why Accenture, Qualcomm and the Kellogg Company on a pilot solution.
Using a Qualcomm VR reference design headset, powered by the Qualcomm Snapdragon 845 Mobile VR Platform, Accenture developed a VR merchandising solution to help brands gather data on variables such as shelving placement. Combined with software from InContext Solutions and eye-tracking data analytics capabilities from Cognitive3D, the new solution was tested in collaboration with Kellogg Company around the launch of its new Pop Tarts Bites.
Unlike traditional data gathering means such as surveys which would place a newer product higher up, the VR solution indicated a more optimal approach would be on a lower shelf. This actually led to an increase in brand sales of 18 percent during testing.
“Our VR merchandising solution has the potential to transform product placement by examining consumer buying behavior in a holistic way,” said Raffaella Camera, global head, Innovation & Market Strategy, Accenture Extended Reality in a statement. “By combining the power of VR with eye-tracking and analytics capabilities, it allows significant new insights to be captured while consumers shop by monitoring where and how they evaluate all products across an entire shelf or aisle. Ultimately, this enables product placement decisions to be made that can positively impact total brand sales, versus only single product sales.”
“XR provides transformative value to the enterprise,” Patrick Costello, senior director of business development at Qualcomm Technologies, Inc. adds. “At Qualcomm Technologies, we develop foundational XR technology through our VR reference designs that are engineered to enable companies to evaluate and quickly launch devices. This proof of concept with Accenture and Kellogg Company demonstrates the benefits of full immersion and eye-tracking and we expect several customers to follow with similar deployments.”
Accenture will be showcasing the new pilot solution at several events including Mobile World Congress (MWC) this month and South by Southwest (SXSW) in March. For further updates, keep reading VRFocus.