We have visited a very nice reception for eye tracking professionals, which was held by Tobii Pro as accompanying program of European Conference on Visual Perception (ECVP 2018) in Trieste, Italy.
When working in the research field we are also asked to test new concepts, which would need a big effort to be pre-tested in the real world context, for e.g. life dangerous situations or signage redesign on public environments such as airports, train stations and so on.
These new concepts are usually being tested without context or sometimes not even pre-tested.
Here is actually what happens when you change context or even miss context in your research:
Context … changes Perception
Context … changes Attention
Context … changes Decision Making
Context … changes Behaviour
The way how we can take into account the context where your new concept should be used is to build environments in virtual reality and fit new concepts into it.
There are more ways than building time consuming VR 3D environment. You can for example shoot 360 videos or images and exchange the real world objects for tested concepts, which can provide you with even higher level of immersion than badly designed 3D environments with low level of presence.
When you have tested the concept in the virtual reality or any other way you should also test chosen idea in the real world environment as the context changes again. This is recommended approach on how to reach the best possible solution which will help your consumers to find their way or enable them to use your product in the best possible way or promote your out of home or in store promotion.
Author: UX Focus