Use Case | Layout & Design
Layout & Design | Use Case
Appeal to Multiple Age Groups
A national restaurant chain is seeing increased competition in all major markets. They are losing market share in the younger demographic and plan to start a major redesign project to appeal to different age groups, with a focus on winning back the 20-29 age group while retaining the other demographics..
The Challenge // Restaurant Layout and Design
- National restaurateur wants a more modern atmosphere to resonate with the younger demographic (20-29 years old) it is struggling to keep as a customer base
- A new restaurant design concept has been developed with increased lighting, ambient music, and decor
- Restaurateur has three designs they would like to get feedback on from three different age groups: 20-29, 30-39, and 40-49
- Virtual restaurants were created to get feedback before building out the first physical model
The Research // Goals
- Measure participant experience in each restaurant design
- Determine design preference by demographic
- Understand how ambient music as environmental stimuli impacts experience and behavior
- Identify the influence of lighting and design layout on consumer’s store choice decisions
The Solution // Technology Options
- Utilize Virtual Reality (VR) environments to build immersive prototypes
- Immerse participants in each VR prototype using a head mounted display (HMD)
- Collect eye tracking data and apply Areas of Interest and other attention metrics to evaluate environments
- Measure arousal and pleasure associated with each design using EDA and ECG
The Results
- Participants were asked to stand at the hostess stand for 2 minutes, then navigate to their table where they experienced varying ambient triggers such as lighting, sound, colors, scents, etc.
- Eye tracking data was synchronized with EDA and ECG data and then analyzed
- Design A outperformed Designs B and C in all demographics
- The positive experience in Design A was indicated by changes in EDA and ECG
- Eye tracking data showed stronger areas of interest in Design A
Benefits
- Virtual or real-world—wired and wireless solutions for in lab or in place studies
- VR—create highly controlled virtual store layouts and test consumer responses before conducting real-world tests
- Eye track and collect physiological data from consumers while they browse the store shelf
- Test the subjects and see how quickly they can locate/identify certain target objects—identify frustration points and monitor workload and engagement levels
Technology Options
fNIRS + Biometrics
Scent Delivery System
Synchronized Subject Video
Projection VR / Simulator
Related Use Cases
Consumer Product Development
Ergonomics
Usability Studies
Other Industries
Aerospace
Consumer Product Development
Home Design
Industrial Design
Military Design
Workspace Design
Selected Citations
- Loucks, L., Yasinski, C., Norrholm, S. D., Maples-Keller, J., Post, L., Zwiebach, L., … & Rothbaum, B. O. (2019). You can do that?!: Feasibility of virtual reality exposure therapy in the treatment of PTSD due to military sexual trauma – ScienceDirect. Journal of anxiety disorders, 61, 55-63. This initial feasibility study examined the use of virtual reality exposure therapy (VRE) in the treatment of MST-related PTSD, with newly developed content tailored to MST. BIOPAC Product: MP150
- Anderson, A. P., Mayer, M. D., Fellows, A. M., Cowan, D. R., Hegel, M. T., & Buckey, J. C. (2017). Relaxation with Immersive Natural Scenes Presented Using Virtual …: Ingenta Connect. Aerospace medicine and human performance, 88(6), 520-526. Virtual reality (VR) can provide exposure to nature for those living in isolated confined environments. We evaluated VR-presented natural settings for reducing stress and improving mood. BIOPAC Product: AcqKnowledge
- Arriaga, P., Esteves, F., Carneiro, P., & Monteiro, M. B. (2008). Are the effects of Unreal violent video games pronounced when playing with a virtual reality system? – Arriaga – 2008 – Aggressive Behavior – Wiley Online Library. Aggressive Behavior: Official Journal of the International Society for Research on Aggression, 34(5), 521-538. This study was conducted to analyze the short‐term effects of violent electronic games, played with or without a virtual reality (VR) device, on the instigation of aggressive behavior. BIOPAC Product: MP150
- Kuriakose, S., & Lahiri, U. (2015). Understanding the Psycho-Physiological Implications of Interaction With a Virtual Reality-Based System in Adolescents With Autism: A Feasibility Study | IEEE Journals & Magazine | IEEE Xplore. IEEE Transactions on Neural Systems and Rehabilitation Engineering, 23(4), 665-675. Individuals with Autism are characterized by deficits in socialization and communication. In recent years several assistive technologies, e.g., Virtual Reality (VR), have been investigated to address the socialization deficits in these individuals. BIOPAC Product: MP150
- Katz, A. C., Norr, A. M., Buck, B., Fantelli, E., Edwards-Stewart, A., Koenen-Woods, P., … & Andrasik, F. (2020). Changes in physiological reactivity in response to the trauma memory during prolonged exposure and virtual reality exposure therapy for posttraumatic stress disorder. – PsycNET (apa.org). Psychological Trauma: Theory, Research, Practice, and Policy. A key symptom of posttraumatic stress disorder (PTSD) is hyperreactivity to trauma-relevant stimuli. Though physiological arousal is reliably elevated in PTSD, the question remains whether this arousal responds to treatment. Virtual reality (VR) has been posited to increase emotional engagement during prolonged exposure therapy (PE) for PTSD by augmenting imaginal exposures with trauma-relevant sensory information. BIOPAC Product: EL507
- McCabe-Bennett, H., Lachman, R., Girard, T. A., & Antony, M. M. (2020). A Virtual Reality Study of the Relationships Between Hoarding, Clutter, and Claustrophobia | Cyberpsychology, Behavior, and Social Networking (liebertpub.com). Cyberpsychology, Behavior, and Social Networking, 23(2), 83-89. Hoarding disorder is characterized by difficulty discarding objects and excessive clutter. The relationship between hoarding and claustrophobia, reactions to severely cluttered spaces, and clutter preferences are all areas that are yet to be investigated. BIOPAC Product: MP150
- van Rijn, S., Urbanus, E., & Swaab, H. (2019). Eyetracking measures of social attention in young children: How gaze patterns translate to real‐life social behaviors – van Rijn – 2019 – Social Development – Wiley Online Library. Social Development, 28(3), 564-580.The aim of this study was to evaluate to what degree eyetracking paradigms of social attention, in combination with synchronous measurements of affective arousal, were associated with real‐life social behavior of children aged 3–7 years. BIOPAC Product: MP150
- Fegatelli, D., Giancamilli, F., Mallia, L., Chirico, A., & Lucidi, F. (2016). The Use of Eye Tracking (ET) in Targeting Sports: A Review of the Studies on Quiet Eye (QE) | SpringerLink. Intelligent Interactive Multimedia Systems and Services 2016, 715-730. The Quiet Eye (QE) consists in the final visual fixation before the initiation of a critical phase of the movement, and functionally represent the time needed for the precise control of movements. BIOPAC Product: MP150
- Keskin, M., Ooms, K., Dogru, A. O., & De Maeyer, P. (2020). IJGI | Free Full-Text | Exploring the Cognitive Load of Expert and Novice Map Users Using EEG and Eye Tracking (mdpi.com). ISPRS International Journal of Geo-Information, 9(7), 429. The main objective of this research is to explore the cognitive processes of expert and novice map users during the retrieval of map-related information, within varying difficulty levels (i.e., easy, moderate, hard), by using eye tracking and electroencephalogram (EEG). In this context, we present a spatial memory experiment consisting of a large number of stimuli to study the effect of task difficulty on map users’ behavior through cognitive load measurements. BIOPAC Product: MP150
- Hong, L. E., Avila, M. T., Wonodi, I., Mcmahon, R. P., & Thaker, G. K. (2005). Reliability of a portable head-mounted eye tracking instrument for schizophrenia research | SpringerLink. Behavior research methods, 37(1), 133-138. Smooth pursuit eye movement (SPEM) abnormalities are some of the most consistently observed neurophysiological deficits associated with genetic risk for schizophrenia. SPEM has been traditionally assessed by infrared or video oculography using laboratory-based fixed-display systems. BIOPAC Product: MP150
WHAT'S NEW
Biology research covers a wide variety of studies all aiming to understand living organisms...
Stay Connected