Research Interest: Augmented and Virtual Reality
So, How did we go from being warned not to sit too close to screens to literally strapping them to our faces?
​Well, I’m no medical expert, but I do have some ideas about why Virtual Reality (VR) and Augmented Reality (AR) are gaining acceptance. Like any successful innovative technology, they offer users something valuable, whether it’s entertainment or productivity tools that solve real-world problems.​
The main idea behind VR and AR is to use a device ,such as a smartphone or a headset, to allow the users to either immerse themselves in a virtual environment (VR) or overlay virtual elements with the real environment (AR).
Most people know AR and VR through video games, like Pokémon Go or Beat Saber. And honestly, the gaming community is a great testing ground. Gamers aren’t shy about feedback, and failures in gaming rarely result in catastrophic consequences.
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But while I love video games, my curiosity leans toward how other industries can benefits from adopting AR and VR. My favorite application is FitXR, a fitness virtual reality app that turns workouts into an engaging VR experience. It’s fun, effective, and kind of addicting.
A few years back, I attended the Augmented World Expo (AWE), where I explored countless use cases for these technologies. Training and education are the two sectors that stood out to me. From teaching medical students surgical techniques to training engineers on complex machinery in safe simulations.
Along those lines, I was also involved in the evaluation of a VR application teaching children how to cross roads based on various traffic scenarios and wrote a proposal to develop a classroom simulator to assist instructor in prepare their lectures.
Sadly, the 2019 pandemic required me to shift my work focus and put some research projects on hold as I did not have enough time to develop a complete app.
However, it also allowed me to pursue other research! ​
​A colleague introduced me to this large wine company who decided to use AR on the labels of some of their wine bottles. The most famous one is the 19 Crimes brand. They even had some collector editions focusing on the Walking Dead comic books!
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The users would capture the bottles label using a phone application and an AR animation will display on the screen. The parent company ended up applying this AR feature to several of their wine sub-brands, each with different types of AR elements from simple video to interactive games.
Our research evaluated whether the company’s marketing goals aligned with customer reactions. We interviewed company representatives, AR developers, and consumers, uncovering insights about social acceptance, marketing strategies, and user experience.
This research was very interesting as it combined two very different industries, wine and technology, and exposed regular wine customers to a new type of product, an augmented product. This qualitative study allowed me to analyze the consumer perception of the AR feature and how it affects consumer perceptions. This study highlighted how AR and VR technologies are multi-faceted and applicable to so many fields.
The articles derived from this research (links below) discuss a variety of themes such as social acceptance, marketing strategy and overall user experience.
I am hoping to spend more time exploring VR and AR applications in various fields and working on improving the overall user experience and adoption.
The following articles relate to my research in the field of Augmented Reality
Augmented Reality as Marketing Innovation Strategy: Creation of Augmented Products in the Wine Industry
Authors: Guillaume Faddoul, Leigh Jin
Publication date: 2022
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Description:
Augmented Reality (AR) is a new technology that can be adapted to various fields. In this study, we analyze how augmented reality is used as a marketing instrument and how it can influence consumers’ purchase behavior and perception of the product. We performed a qualitative research using semi-structured interviews and we decided to focus on the Treasury Wine Estate company, as some of its wine brands possess AR features on some of their wine bottles labels. After interviewing Treasury Wine Estate officials, AR experts and customers, we assess how augmented reality can influence customer behaviors.
From augmented reality to augmented product: Initial study of AR marketing in the wine industry
Authors: Guillaume Faddoul, Leigh Jin
Publication date: 2020
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Description:
This study is an introduction to the research topic of using Augmented Reality (AR) as marketing instrument. With a focus on the commercial effect of AR features located on some wine labels, we performed a qualitative study by interviewing both wine consumers and AR experts, including the head of the company who developed the AR labels. This study allowed us to understand the role of AR features associated with physical products. Results point out the importance of a quality and innovative AR experience to retain customer attention on the AR feature. We also observe that the product is redefined with two distinct sub-products: the wine and the AR label. The combination of physical and digital elements creates an “Augmented Product”.