Experiments in the Lab
In the Retail Lab we use experiments as a method to get data for our research studies and thesis work.
Our equipment is changing depending on what kind of experiments and tasks we are about to conduct. Below you can find some of the equipment we have in the Lab at the moment.
Eye tracking (screen)
In an eye tracking-test an advanced camera measures eye movements across a screen. The screen can be a computer screen, tablet or smartphone. The testperson gets a job to perform, for example, to buy something in an OnlineShop or to look at a flyer. After the eye tracking-test there is an interview. By combining eye tracking and interview we get an overall picture of the experience in front of the screen.
The Retail Lab's info-shelf consists of an RFID* reader and a computer. All products in the shop are tagged with RFID* tags, which has posted a variety of information. When the test person adds an item at the info-shelf, the product's information is shown on the screen. The information may consist of text, images or/and video. There you can then make different choices, such as buying goods, launch a product guide to help with the purchase, etc.
In our check-out we combine RFID* and NFC to get a good consumer experience and the best service. When you log in with your phone, you can also choose delivery method before you finish your purchase by using the phone.
* RFID - Radio Frequency Identification, is a common term used to describe a technology that uses radio frequency waves to automatically identify objects and gather information. RFID tags can be described as a product DNA which can be supplied with various types of information that is unique to the particular article.
Eye tracking (glasses)
Our eye tracking-glasses is designed to measure eye movements in the real world. It is connected wireless with a live view so that the researcher can observe the test-person in any real-world environment. The test-person can feel comfortable and act naturally anywhere in the real world with the glasses on.
Interactive Dressing Room
A dressing room can be much more than just a place for trying out new clothes. In the Retail Lab's Dressing Room we have o touch screen where you can use services like store assistant help, choose delivery method, suggestions for matching clothes, etc. In the test room, we combine RFID* and NFC.
Virtual Dressing Room - Magic Mirror
Our Magic Mirror consists of a Kinect-reader** and a TV screen. You get in front of the TV screen and can, by moving and choosing different items, try on clothes, bags, etc. from the TV screen.
** Kinect - Microsoft’s motion sensor add-on for the Xbox 360 gaming console. The device provides a natural user interface (NUI) that allows users to interact intuitively and without any intermediary device, such as a controller.
Virtual Reality (VR)
VR-technology is new in the lab and we have some different kinds of VR such as HTC Vive, Oculus Rift and VR-cardboard. In the future, the customer may be able to do their purchase by visiting a store virtually by using VR.
IT-tool for the in-store-customer
We have developed an IT-tool to support the customer in their in-store-purchase. The customer can for example use it as a help in the purchase of complex products which require more information about the product to determine what is an appropriate purchase.
Beacon is a technology, which allows mobile apps (running on both iOS and Android devices) to listen for signals from beacons in the physical world and react upon it. The technology allows mobile apps to understand their position on a micro-local scale, and deliver hyper-contextual content to users based on location. The beacons can be used for special offers or other information you would like to share with the user instantly.