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Laundry-results Virtual Reality Visualisation
For Consumer Understanding & Insights Teams

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 measure 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

Modelling visual perceptions of benefits. Quantification of consumer satisfaction


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

Consumer responses about acceptable/satisfactory/preferred are collected from a pairwise comparison tests when consumers see washing results in immersive laundry scenarios presented in 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


a) Parameters of mechanistic numerical models that represents cleanliness, whiteness and colour-care perception in relevance to some specific regional consumers. b) Set of perceptual discrimination thresholds and c) Frequency of occurrence of evolved reflex association

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:

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