VR, AR, and Future Tech with Vanguard, Isobar, and SciFutures #IIeX #MRX 


Live note taking at the #IIeX conference in Atlanta. Any errors or typos are my own.

Adding innovative techniques to a researcher’s toolbox by Julie Mon, Vanguard

  • They use research companies from among our midst but also a lot of other providers who don’t call themselves researchers.
  • Research used to happen top down, and only show it to clients once the research was  polished. Now they talk to clients first, and then involve the businesseses afterwards.
  • They use IDIs, diary studies, ethnography, eye-tracking, surveys, card sorts, click tests, tree tests, but also newer techniques like design sprints, lean startup, design thinking from user experience research
  • Design thinking: empathize, analyze, synthesis, envision. They used small sample sizes, 6 per region across the country. They started broad and asked general questions about people’s lives and goals, how they organize their money. 
  • Design sprints started with research and brainstorming and in total took 2 or 3 days. They started with competitive research and then brough in ideas from design thinking stage. They came up with a prototype and built a wireframe and then tested a handwritten wireframe with clients. 
  • Collected contextual, heart breaking and heart warming stories around the research that people still talk about. 

Translating emotion science into digital experiences by Jeremy Pincus, Isobar

  • Traditional copy testing measures attitude toward the brand, purchase, recall, memories. But this is not in the moment. It’s highly rational and people in action aren’t rational.
  • Normal biometrics are facial coding but you cant see the face in VR. Google daydream helps but it’s only a simulation of a face, not their real face. Normal eye tracking won’t work. Many of these technologies hide much of your face.
  • Use heart rate, galvanic skin response and other techniques that get right at your physiology. 
  • Measure attention (heart rate, GSR), attention (facial), arousal.

Is there room for science fiction prototyping in the research industry by Ari Popper, SciFutures

  • Early tech is deceptively disappointing.
  • Superpowers – superhomes are adaptive, responsive, learning, insightful. AI will make our homes become extensions of ourselves. What real time data will we get from these homes. 
  • Superhumans – sense no visible light, radio waves, current, magnetic fields, photons, radiation
  • Supermobility – autonomous driving and implications for impulse purchases, decreasing use of convenience stores, road infrastructure, insurance
  • Robots and AI – Lowes has a robot customer service function, they speak 20 languages, can help you find anything in the store, monitor story inventory
  • B2A – business to algorithm [watch this term people!] Robots might become another form of civil struggle and rights. Will you outsource all your decision making to AI?
  • Futuristic product placement – fedex delivery robot, Taco Bell tablets, the shoe in Back to the Future
  • Prototyping in VR – model realistic environments and products and then do research to get the biometrics and emotional measures
  • Grocery store before AR, but after Augmented Reality every package will be messagedexactly to you, also the price and colours. We’ll know exactly every item that was touched or looked at or pushed aside. VR hacks the brain and transports you to a different environment.  It is improving FAST.
  • Imagine testing a new shopping experience with little kids in tow, or cleaning a bathroom twice the size of your own.
  • [Really nice talk to help you get up to speed in these new technologies.]
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