20|20 Granted Virtual Reality Patent

20|20 Granted Virtual Reality Patent

Have you ever spent ten minutes scouring the shelves of the grocery store looking for a specific product, only to discover it was directly in front of you the whole time? I strongly believe I am the world’s best at this. If they gave out medals for overlooking organic tomato paste or my wife’s favorite brand of Greek yogurt, I would take gold.

Maybe it’s just me—perhaps I gaze too quickly, or I forget to look right in front of me. But what if it’s not me? What if there actually was a systematic way you could consistently draw my attention to a specific product simply by figuring out where to put it on the shelf, how big to make the jar, which colors to use on the label, etc.? What if you could test that before your product hit the shelves?

A recent patent issued to 20|20 aims to clear a path for future technology that could do just that—allow participants to be placed in a virtual environment that can be manipulated instantaneously and automatically based upon demographics, where the participant looks, how long they gaze at something, and more. The technology could let researchers and brands see through their customers’ eyes and figure out exactly how to influence a specific consumer to choose their product.

This is another big step 20|20 is taking towards future innovation and what seems like the inevitable merging of behavioral and qualitative data, as well as traditional qualitative methodologies mixing with both virtual and augmented reality. You can learn more about the specifics of the patent by reading our latest press release here.