Laundry-results Virtual Reality Exploration
laundry product's profit,
What is the current conventional scenario in laundry brands & products innovation? What is our approach?
Conventional innovation practices are based on 100% physical experimentation at lab conditions, using protocols far away from the ample diversity and variability found in world´s consumer laundry realities. Due to time and cost limitations, teams have owed to sacrifice consumer relevancy. Therefore, innovation environments at incumbent companies has become the most favourable condition to end up with costly products with poor performance in front of consumer eyes. The end results have been non-balanced value equations for consumers and companies.
So, innovation-driven organisations/teams at incumbent companies are under intense pressure, between rising consumer expectation, more product´s margins, and unpredictable moves by agile attackers in several local and regional markets. Innovators are being asked to reinvent themselves moving away from rigidly sequenced process, strict division of responsibilities and narrow focus on internal innovation; finally they are urged to create new value equations for companies and consumers, shortening the concept-to-product time frame.
Recently it has been stated that our industry key topics and priorities are largely based on data, to develop data strategy for product innovation, helping the industry understand consumer behaviour, market trends and product performance. For some, now it is about taking the laundry industry a place on the digital stage!
Our approach is a radical change using digital technologies very upstream innovation process to visualise large amount of detergency data. First, using digital technologies to process a minimum new physical experimentation or to generate new large simulated data based on previous experimentation, and second, using digital technologies to implement immersive virtual environments visually experienced in very affordable stand alone headset virtual reality displays. Business stake holders will have the opportunity to experience consumer benefits perception and product´s cost implication in advance.
Laundry-VR: what, how, who, when, where?
What is it?
It is a new digital tool (a combination of hardware and software) to visualise washing results in a full immersive virtual reality rendered in consumer relevant terms
It is focused to increase laundry product margins.
It combines a commercial affordable device purchased separately, like Oculus Go (a stand alone virtual reality head-mounted device), and novel and unique algorithms (CONSUMERTEC Laundry Visual Virtual Reality - CLVVR) that generates the big data coming from detergency experimentation, physical or virtual, in the areas of cleanliness, whiteness and colour-care
How does it work?
First, the collection of algorithms (CLVVR) generate data in line with actual surface changes and visual scenarios found in the world’s laundry market and the ample observers’ variability due to age, preference and experiences. It starts from physical experimentation data or generates simulated detergency data.
Second, the device is purchased and it downloads specific customised applications to deploy virtual realities which are physical-based rendered in consumer relevant terms
Who is intended to use it?
Brand and product innovation teams. Go-to-Market managers. Research scientists. Consumer & market research staff. Consumer insight and claim support personnel.
In general terms, managers looking for new brand's balances between consumer perception of benefits/non-benefits and brand's profits, based on an increment of laundry product margins.
At the very beginning of innovation process. New product initiatives. Current product audits. Product development cycles
At client´s locations assisted by CONSUMERTEC staff (at the beginning)
Does it represent the actual world? Is that validated?
First of all, Laundry-VR is not the result of conventional statistical modelling. It is a scientific analytic approach to visualise data.
The core of the technology are analytical models i.e. models based on current scientific knowledge about how things happen, in the fields of optical and fluorescence spectroscopy of surfaces, spectroradiometry of source of illuminations at real environments, the biology of consumer visual perception, and the current validated digital technologies to create physical-based renderings. In other words, Laundry-VR collects data or generate data, using scientific principles, and visualise them; it is not a statistical estimation with some level of correlation.
Other similar technologies to visualise scientific results has been developed and are in use in several fields, like life-sciences, biology sciences, molecular visualisation tool for proteins. It has been predicted that virtual reality and augmented reality could become standard lab tool over the next five year or so.
More on this topic in: Matthews, D., SCIENCE GOES VIRTUAL, Nature Vol 557 3 May 2018, 127-128
What are the three most important benefits to the laundry industry? For your company?
margins. The most
important benefit of Laundry-VR
is as a tool to reach new
balances in laundry product’s
profit, because it visualise the
perception of benefits and
non-benefits in consumer
relevant terms according to
technologies included in
formulations. It balances
benefits with margins. It is
estimated that the VR
technologies will have an impact
of 20% increase on value
proposition and 5% reduction in
product formulation costs *.
* Brossard, M., and Erntell H., "Accelerating product development: The tools you need now", McKinsey Quarterly, June 2018.
Who needs to do what and by when for things to move forward?
Brand, R&D or Consumer Understanding staff in charge of innovation projects that involve brands grow or laundry product margins has to define any need about new products or current products profits, that involve cleanliness, whiteness or colour-care consumer perceptions of benefits or non-benefits. Specifically, select the most challenge needs that requires to be attended in a non-conventional way.
Company´s staff has to contact CONSUMERTEC to explore alternatives to use Laundry-VR as a digital technology to visualise washing results in consumer relevant terms, as a tool to understand world´s consumer visual perception involved in brand grow, product´s attributes perception, and laundry´products cost.
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What is the history of CONSUMERTEC in the area? Are Laundry-VR and CLVVR credible?
... we have more than 30 years in the area with several unique innovations
The unique CLVVR algorithms, embedded in Laundry-VR, are the result of CONSUMERTEC, formerly DETERTEC, ample expertise in the worldwide laundry market. They are grounded in the following:
CLVVR is a proprietary sustainable innovation hold by CONSUMERTEC because it is line with our core academic dedication: fluorescence spectroscopy and the neurobiology of perception and action. Part of this dedication has been shared with the scientific community through more than 30 presentations around the world in the last 20 years. See Presentations and Papers.
What does CLVVR change in your detergency lab?
... it focus innovation on consumer and market realities in a new way
The laundry industry as any other consumer industry has been working in the last decade looking for alternatives to experiment and innovate using virtual technologies most of the time and only validate physically under very specific relevant conditions.
CLVVR is our approach in this area and we are sure that it has the potential to change everything and forever the way we and the industry conduct detergency studies. Can you imagine a detergency study that include:
.. laundry monitors: virtually created using two or more (+2) fabric substrates, soiled or stained with two (2) different levels of more than ten (+10) different materials, with four or more (4+) dingy surrounding. All in relevance to more than ten (+10) specific laundry regions?
.. procedures: virtually washed in two or more (+2) machine or manual process, using several products/technologies at two or more (+2) concentrations, and dried indoors (no UV) and outdoors with two (2) levels of natural UV radiation. All in relevance to more than ten (+10) specific laundry regions?
.. washing results: virtually evaluated by three or more (+3) categorical observers, perceiving at three or more (+3) different visual scenarios, with a perception variability that include three or more (+3) visual sensitivity or preferences?
.. with a cost of less than 10% of the physical alternative, conducted in just a matter of minutes?
If additionally the final output is clearly understand from the perspective of finding the WHY of the final consumer perceptual response, then it is easy to understand why this approach change everything in the laundry industry.
CLVVR can predict laundry products and technologies with poor perceived consumer benefits under real conditions of use, taking into account the ample variability in the real regional laundry markets, prior to produce any prototype
CLVVR can expand and support the definition of products and technologies problems by a combination of empirical and modern analytical approaches. By this way go further than "black box experimentation" and new questions can be generated and solved
For the very first time ever in the laundry industry all participants, like suppliers and producers, have the alternative to interact in a virtual environment, with virtual prototypes and materials to change definitely innovation time and cost at both sides
CLVVR can substitute more than 80% of current laboratory physical detergency evaluation procedures, with substantial gains in consumer relevancy at a fraction of time and cost, speeding up creativity and innovation linked to the different regional laundry markets
CLVVR inputs are real or predicted data about changes of fabric's radiation and outputs are maps of consumer perceptual responses from visual evaluation of washing results, based on in-silico experimentation in a virtual laundry environment
CLVVR provides a tool kit which offers a unique opportunity to generate proprietary inputs based on previous physical experimentation. Its modular design is capable to match prior outputs from previous modelling and simulation tools or match inputs for posterior purchase behaviours models
CLVVR can be combined, in very smart ways, with physical experimentation to predict and validate consumer perceptual responses. CLLS (dingy monitors + algorithms) works together with CLVVR in this way.
How CLVVR positively influences laundry businesses?
... because consumers and scenarios occupies the centre stage in CLVVR
Laundry business is really about winning positive consumer experiences created by products and brands. Successful products in this highly competitive market are offering improved sensory experiences to demanding consumers whom perceive product benefits easily and consistently.
But nowadays competition is fierce, with an accelerated commoditisation of products and services, increasing price wars, and shrinking profit margins. The executives number one concern "sustained and steady top-line growth," can not possible be supported by existing low-productive innovation models. Today development and product introduction efforts in the consumer products industry are urged to accelerate the pace of innovation, with different cost structures, in a different time frame, being collaborative with external sources, and more importantly, are compelled to design products and technologies that offer superior perceived consumer value in line with benefits delivered by brands. In short, R&D has to develop affordable products/technologies with the ability to improve sensory experiences in consumer terms, fast and with less money, i.e. to develop better and cheaper products with a systematic focus on productivity. But, is that possible? how to execute this? ....That is the R&D challenge!!
CLVVR is in line with business models based on innovative developments focused on consumer and actual realities, and provides a competitive advantage because it reduces time and cost of the technology innovation process.
What means in consumer relevant terms?
... it means that detergency labs can include the variability of consumers and scenarios
provides the opportunity to
include consumer realities at
the beginning of the innovation
journey, not at the end. The
virtual experimentation matrix
Selection of white commercial substrate fabrics that contains fluorescent whitening agents from textile mills
Set of clean, soiled, stained and coloured dingy test fabrics according to more than ten (10) regional laundry markets. Stained areas and coloured areas include adjacent dingy fabrics
Ample selection of actual source of illumination at relevant laundry market scenarios, outdoor and indoor, natural and artificial, and mixtures, with different UV relative content and illuminance.
Consumer ages between 20 and 60 years, variable parameters for field size, lens density, macula optical density, photopigments optical density, and photopigments lambda maximum shift. Individual colorimetric observer models.
Selected different visual contexts and surrounding as a basis to perform modern numerical calculations of colour attributes
Set of colour differences
sensitivities with a different
degree of lightness, chroma and
hue influences, in line with
different sensitivities to
perceive cleanliness and
colour-care in the garment