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Laundry-results Virtual Reality Visualisation

Quantification of consumer satisfaction. Understanding and modelling visual perceptions of benefits. Claims substantiation.

Consumer's Insight & Understanding and Market Innovations Teams. Companies & Institutions: laundry products producers, laundry technologies vendors, consumer research agencies, independent detergency labs, research groups in academia.


How do consumers discriminate satisfaction in laundry?

The Consumer Understanding & Insights team designs and conducts a relevant consumer test in some specific laundry market focused to collect and analyse consumer responses and feedbacks when selected consumers see virtual washing results in immersive relevant laundry scenarios, with the intention to understand and quantify consumer satisfaction in cleanliness, whiteness and colour-care. Perceptual discrimination thresholds are obtained as a foundation to support compelling and aggressive claims.

Consumer responses about acceptable/satisfactory/preferred options are collected from visual comparison tests when consumers see washing results in immersive laundry scenarios presented in full portable head mounted devices like Oculus Go or any other virtual reality device. Visual scenarios are build by the test leader using the browser embedded in the device. Finally a table with consumer response is built

Three (3) visual scenarios, four (4) adopted whites, four (4) monitors
Immersive visualisation (washing results in head mounted devices' displays):
Oculus Go, using Oculus Browser or Firefox Reality

Non immersive visualisation (washing results in computers' displays):
PC-Windows: like Dell E7440, using any browser
MAC-OS: like MacBook Pro, using any browser

Three (3) visual scenarios, four (4) stains, four (4) monitors:

Immersive visualisation (washing results in head mounted devices' displays):
Oculus Go, using Oculus Browser or Firefox Reality

Non immersive visualisation (washing results in computers' displays):
PC-Windows: like Dell E7440, using any browser
MAC-OS: like MacBook Pro, using any browser

a) Data from visual sensory test capable to be analysed by conventional statistical procedures used in sensory analysis. Understand consumer satisfaction
b) Links between consumer responses and fabrics characteristics: spectral data and colorimetric attributes. Customised parameters of mechanistic numerical models that represents cleanliness, whiteness and colour-care perception in relevance to some specific regional consumers. Set of perceptual discrimination thresholds. Frequency of occurrence of evolved reflex association. Quantify consumer satisfaction
c) Procedures to include results in current practices of marketing and laboratory teams. Improve margins of laundry products (formulations' cost reductions) by reaching new balances between laundry technologies and consumer satisfaction

Example of virtual garments, spectral data and colorimetric attributes in a uniform colour space:

Example of mechanistic models used in consumer visual perception:

Ellipsoids to represent cleanliness as well as colour differences:

Quadric sheets to represent whiteness as well as any colour-fullness:

Why virtual reality technologies in the laundry business?

Because the industry needs to see as the world's different consumers see.

The laundry business depends on consumers' visual perception of cleanliness, whiteness and colour-care, and these complex perceptions are not well represented and not understood in a conventional way seeing just numbers, tables or graphs. Perceptions are variable, in line with the variability of laundry environments, consumers expectations, and fabrics status. The new Laundry-VR digital tool is capable to build myriad of virtual realities (non immersive and immersive) as surrogates of consumer relevant visual scenarios so a to see as different consumers see.

Laundry-VR is been used in two different ways:

01. QUANTIFYING CONSUMER SATISFACTION. Consumer Understanding & Insight staff collect and analyse consumer responses and feedbacks about what consumers perceive as acceptable and satisfactory in cleanliness, whiteness and colour-care, elicited when selected consumers visualise virtual washing results in immersive scenarios, all with the intention to understand and model consumer satisfaction, which in turn is the fundamental step to improve profits with no detrimental effect on what consumers really need. See demo below.

02. IMPROVING FORMULATIONS' MARGINS. R&D and Technical Innovation staff see and evaluate washing results from lab detergency tests as different regional consumers do, in relevant non immersive and immersive virtual visual scenarios with the purpose to discover and define new balances between laundry technologies and consumer satisfaction (once quantified), and finally to find new laundry formulations with higher profits. See demo here

Laundry-VR version 3.0

The application is built using WebXR technology, the new cross browser API for VR and AR on the web, and runs in modern computer browsers like Firefox, Chrome, Edge, Safari and others or in virtual reality devices browsers like Oculus Browser, Firefox Reality and others. It is focused to both define visual scenarios parameters and build the corresponding virtual environment based on fabric's surface physics. This digital application is grounded on recent understandings and tools in the areas of fluorescence optical spectroscopy, vision science, mechanistic modelling, colour reproduction, virtual reality, and of course laundry detergency (see our technical expertise).

Instructions for use:

After clicking in the above appropriate link, the user has to go through the following actions:

ACTION 1. Click the button titled Step 1 to start uploading all data from each project. This step is very important to be sure to clean previous browser data in the cache or in other local or session storage, then the appropriate data will be loaded in the page. A second click will confirm and help to be sure the user is working with the appropriate set of parameters.

ACTION 2. Select one (1) of nine (9) visual scenarios. This is mandatory. Be sure to press the -Select the Option- button to include the option in the final selection (a beep will confirm the selection). The selection will appear in the text field at the end of the list.

ACTION 3. Once the parameter is selected, press the button titled Step 2 to collect the selection (a double beep will confirm the action).

ACTION 4. Then, click the button Step 3 to build in a different web page the virtual reality according to the parameter selected by user (a double beep will confirm the action). This could take a few seconds.

ACTION 5. Once in the computer's virtual scenario, navigate in the 360 environment with: a) click in the scene lateral arrows to move around trough the scenes by a fixed movement and set the scene in a standardised view; b) click and drag the mouse to move around through the environment; c) keyboard arrows help to close up washing results; d) click in the central button of each scene to reach a standardised view of it. In case of the headset's virtual scenario, move you head to see the environment and washing results.

ACTION 6. To build a different virtual scenario in order to compare others washing results with the previous one, just go the parameter selection tab (not using the return button), change the selection and repeat the Actions 2 to 4. A new page in a different tab will be opened and now the user can compare it with previous scenarios. Repeat this procedure as needed.

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