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Tuesday, October 31, 2006
Procter & Gamble opens ‘virtual shop’
Via Research Magazine:
"Consumer goods manufacturer Procter & Gamble has created a new research facility which uses computer-generated imagery to re-create shops.
P&G spokesperson Marina Barker told Research: “It’s an area the size of a small office which uses computer technology to provide 3D simulation of a virtual store.”
Research participants enter the room, known as 'The Cave' and walk through the simulated store, looking at different displays, 'picking up' products to look more closely, and choosing to 'buy' the ones they like.
[...]
Gianni Ciserani, general manager for P&G in the UK and Ireland, sees 'The Cave' as a quicker and cheaper alternative to arranging a pilot study in a real store."
This is exactly the kind of thing I could (would love to) see happening in Second Life, as an even quicker and cheaper alternative to the kind of mixed virtual/real environment described here. An entirely virtual 3D store inside Second Life, which avatars can visit and interact with, would likely cost a fraction of the money invested here. Items in the store could be scripted so can provide feedback as to how they're being used (picked up, put in basket etc.). Research participants wouldn't need to go to Weybridge, but could do it from the comfort of their own home. Granted, there may be things that couldn't be done easily in Second Life, but given that the store is already virtual, it would seem a logical next step to move the entire experience into a virtual 3D world like SL.
"Consumer goods manufacturer Procter & Gamble has created a new research facility which uses computer-generated imagery to re-create shops.
P&G spokesperson Marina Barker told Research: “It’s an area the size of a small office which uses computer technology to provide 3D simulation of a virtual store.”
Research participants enter the room, known as 'The Cave' and walk through the simulated store, looking at different displays, 'picking up' products to look more closely, and choosing to 'buy' the ones they like.
[...]
Gianni Ciserani, general manager for P&G in the UK and Ireland, sees 'The Cave' as a quicker and cheaper alternative to arranging a pilot study in a real store."
This is exactly the kind of thing I could (would love to) see happening in Second Life, as an even quicker and cheaper alternative to the kind of mixed virtual/real environment described here. An entirely virtual 3D store inside Second Life, which avatars can visit and interact with, would likely cost a fraction of the money invested here. Items in the store could be scripted so can provide feedback as to how they're being used (picked up, put in basket etc.). Research participants wouldn't need to go to Weybridge, but could do it from the comfort of their own home. Granted, there may be things that couldn't be done easily in Second Life, but given that the store is already virtual, it would seem a logical next step to move the entire experience into a virtual 3D world like SL.
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