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Research

Laura Natali Sotomayor
Digitalization has changed consumers behaviours, forcing companies to transform their sales strategies and even to create new services or products adapted to user needs.

4.1 Analysing PressVR | First Problem

4.2 Investigating in order to establish insights

4.3 Creating Personas | Proto-Personas

We created hypothesis of how our potential users could be.

We established two profiles:

  • A youtuber-type Rubius
  • A 55 year old reader

At first, we thought that a content generator could be a user of our application, but it was rejected after the survey results.

4.4 Survey Results

The field work was carried out during 7 consecutive days, from November 19 to 25, 2018, through a survey in Google form.

The survey consisted of a maximum of 12 questions and a single question was opened. This single questions gave us qualitative insights.

Main conclusions of the survey

  • Of the 135 respondents, 88 surveyed are women (65.2%) and 47 men (34.8%).
  • In addition, 43.2% of respondents are between 35–44 years of age, followed by 34.8% for ages between 25–34 years.

Experience with Virtual Reality Headsets

  • Number of respondents is 135, of which 76 have used virtual reality headsets.
  • Of the 135 respondents, 10% more experienced virtual reality (77 people) compared to augmented reality (65 people).
  • The frequency of use of virtual reality headsets is at least between 1 to 2 times per week.
  • The most used virtual reality headsets are the Samsung Gear VR by 28.9%, followed by the Oculus Go and Rift by 24%.

Information consumption preferences

  • 50% of those who have used glasses have used virtual reality to watch videos and games.
  • Information consumption formats focus on reading (83%) and videos on YouTube (63%)

Reading formats and sociability degree for readers.

  • Of the 107 people who usually read only 32% are subscribed to digital format and only 7% to paper format.
  • Of the 107 people who usually read 65 people (30%) have a newspaper app or reading platform. Then 10% have curators of content.
  • 60% usually share what they read, but only 45% would discuss issues in a virtual room.

Trends and behaviors in social networks

  • The most shared social network of readings is WhatsApp with 70%, followed by Facebook (55%), Linkedin (46%) and Twitter (43%).
  • 83.3% usually save the articles they read to read later.
  • 68% is nourished by information through social networks, 64% usually consult the latest published newspaper or magazines and 34% usually inquire through their favorite editors.

Tools of use of the Editor and degree of sociability.

  • Practically 100% writes for digital format in front of paper.
  • 75% of the editors would like to be able to discuss in a virtual room what they have written.

Analysis of content and types of formats in newspapers and magazines.

  • We had 8 responses from people reading and working in a newspaper or magazine.
  • The type of content currently generated is 100% digital.
  • Sections where VR or AR content is generated is 75% in technology, 25% in sports and 12.5% ​​in Time, Travel and Economy.

Results of open question

What should a reading app have where you can inform yourself of the news and at the same time you can socialize?

Content

Latest trends and news
Recommendations based on declared tastes
Comment system
Content reliability / fiability of sources

Functions

See active users
Save to see later
Being able to share videos or articles
Personalization with selection of interest categories
Know that I have read or seen
Relevant news notifications

Profile

Be able to see what people read (MEDIUM type and favorites).
Customization of environment (music …)
Display consumption data and connections.

Virtual room

Forum to discuss topics of interest

4.5 Validating Personas | After User Research

After this quantitative and qualitative research we could close our target:

4.6 Benchmark in order to understand Business

We analyzed 5 applications in VR news and reading.

[ If you want to know more about the research, click here. ]

Once the competition is mapped with its pros and cons, we continued with the choice of the platform to design the experiences in VR.

4.7 Why we chose Oculus Go

You do not need a phone and burn it, and you do not have cables (standalone device) or have to use a PC. And Oculus Go offers you a good price-quality, around 200 euros.

Furthermore, Facebook Oculus Go is between the leaders of AR and VR headsets (with 1.8 millions unit sales, 2017). Then, our Press VR Project could reach a wide target of users.