Beyond gaming, VR matters, https://www.accenture.com/ch-en/accenture-technology-labs-index

1. Going Deep: Mining
Experiential and
Behavioral Data in VR
March 16th, 2016
Sunny Webb, Senior R&D Principal
Accenture Technology Labs
@sunnymwebb
@accenturelabs

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Beyond gaming, does
VR really matter?

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For more than 20 years, Accenture Technology Labs has served as the tip of the spear for technology innovation at
Accenture.
Technology Labs Overview
Sophia Antipolis, France
San Jose, CA
Washington, D.C.
Beijing, China
Bangalore,
India
Over the last 5 years Accenture Technology Labs has:
• Supported 300+ client engagements and hosted 1100+ client workshops
• Published 200+ thought leadership pieces, filed 110+ patent applications, and garnered 350+ Tier-1 media hits
Global
Technology
Research &
Development
Accenture
Technology
Labs
Open
Innovation
Accenture
Technology
Vision

4. Business Impact of
Immersive Tech
From Tourism to Transportation
Immersive Technology: Virtual Reality, Augmented Reality, Mixed Reality
AR / VR
Market
will be
$148B by
2020.
-DigiCapital

5. Copyright © 2016 Accenture All rights reserved. 5
Accenture’s recent work in immersive technology
2013
Multinational
Consumer
Goods client
2014
Philips Healthcare,
Major Oil & Gas client,
Major Mining client
2015
Major Entertainment
Firm, Major Aerospace,
National Park Service,
Grupo Damm
Acquired Chaotic
Moon
2016
RBG 6Nations,
Top secret mixed
reality underway
across industries
2017

6. Copyright © 2016 Accenture All rights reserved. 6
Visualizing Products and Experiences in a Rich Virtual Environment
Virtual Reality - Tours Platform
http://www.techlabsdemos.com/tour
Featured @
Mobile
World
Congress

7. Copyright © 2016 Accenture All rights reserved. 7
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National Parks: 3D Virtual Park
Secretary Sally Jewell, Secretary of the
Interior with a Find Your Park 3D viewer
during the NPS Virtual Tour launch
Centennial Campaign: Find Your Park
Virtual tech innovation built by Accenture for the
NPS Find Your Park launch features four iconic
National Parks.
App available in Apple and Google stores: NPS
Virtual Tours
Accenture work featured in Department of Int
erior museum in Washington, DC

8. Copyright © 2016 Accenture All rights reserved. 8
Sports: Analyzing Game Data

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Analyzing Industry Use Cases
Use Case Categories:
1. Sales, Marketing, Customer
Engagement
2. Education, Training and Safety
Preparation
3. Engineering Activities (Capital
Project Planning)
Replacement Augmented
Singular
Channel
Spatially
Aware
Immersive Technology Spectrum

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No, really.
Beyond gaming, does
VR matter?

11. Copyright © 2016 Accenture All rights reserved. 11
Technology Research Hypothesis
The more immersive of a digital experience, the greater the
user will:
1. Be engaged: Is VR
a trend, or a proven
tool with ROI promise?
2. Be influenced:
Does VR impact the
users behavior?
3. Retain knowledge:
Can VR accelerate
learning?

12. Copyright © 2016 Accenture All rights reserved. 12
Qualifying Experiential & Behavioural Impact of VR
…or for our use cases, “How Immersive is Immersive enough?”
1: Static Photo 2: Online Photosphere 3: Phone Portal 4: Google Cardboard VR
Viewer*
A non-biased remote population was engaged from to learn about a park, and then
respond to how the material engaged, influenced, and educated them.
Increased Immersiveness
*Test subject 4 required
access to a VR viewer, and
thus data was excluded to to
population-bias.

13. Copyright © 2015 Accenture All rights reserved. 13
Strongly
Agree
Strongly
Disagree
1 52 3 4

14. Copyright © 2016 Accenture All rights reserved. 14
Question Designed to measure of Impact on:
I find the park preview interesting User engagement
The park preview increases my interest in seeing the forest in person Future engagement
The park preview is annoying to navigate Comfort, ease of engagement
The park preview makes me feel like I am actually in the forest Authenticity and believability
The park preview makes me happy User engagement, Brand association
The park preview feels professionally made Impression of professionalism
The park preview feels like an authentic representation of the forest Authenticity, Trust
I think the park preview experience is innovative User engagement
This park preview adequately replaces being in the forest in person. Future in-person engagement
Design of Quantified Research Subjects

15. Copyright © 2016 Accenture All rights reserved. 15
Analyzing VR’s Impact to User Engagement
Question Static
Image
Web
Photosphere
Non-Cardboard
Mobile App
I find the park preview interesting 1.80 1.41 1.20
The park preview makes me happy 1.85 1.58 1.62
The park preview feels professionally made 2.30 1.73 1.42
I think the park preview experience is innovative 2.25 1.85 1.42
Assumption: Users want to have an experience that creates happiness, is
professional, interesting, innovative.
Increased Immersiveness
Bold/shaded signifies statistically relevant

16. Copyright © 2016 Accenture All rights reserved. 16
Analyzing VR’s Impact to User Influence
Question Static
Image
Web
Photosphere
Non-Cardboard
Mobile App
The park preview increases my interest in seeing the forest in person
1.92 1.48 1.49
The park preview makes me feel like I am actually in the forest 2.53 1.81 1.76
The park preview feels like an authentic representation of the forest 2.21 1.71 1.44
Assumption: Users are influenced when interest, and perceived authenticity, and
trust are increased.
Increased Immersiveness
Bold/shaded signifies statistically relevant

17. Copyright © 2016 Accenture All rights reserved. 17
Analyzing VR’s Impact to User Retaining
Knowledge
Question Static
Image
Web
Photosphere
Non-Cardboard
Mobile App
The park preview is annoying to navigate 3.77 3.75 3.55
The park preview makes me feel like I am actually in the forest 2.53 1.81 1.76
The park preview feels like an authentic representation of the forest 2.21 1.71 1.44
This park preview adequately replaces being in the forest in person. 3.00 3.20 3.29
Assumption: Users will retain knowledge when they have sufficiently experienced
a situation with ease.
Increased Immersiveness
Bold/shaded signifies statistically relevant

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Key Take-Away:
For Accenture’s clients, as they increase
immersiveness in digital experiences, users rank
higher amounts of:
Engagement: 18% more engaged
Influence: 16% more influence
Retaining knowledge: 4% more natural & 15%
increased sufficiency

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Simplified Conclusion:
Beyond gaming, VR
matters.
For more / latest info:
https://www.accenture.com/ch-en/accenture-technology-labs-index

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Thank You & Questions
Sunny Webb
Senior R&D Principal
Accenture Technology Labs
sunnymwebb