Virtual World Concepts for CPG – Part 2

By Vincent


Over the coming weeks this blog series will explore the benefits and challenges of applying virtual world concepts and technologies to CPG business processes.  Part I introduces us to virtual world concepts and how they can be leveraged in a 3D shopping experience.  Part II looks at the benefits of using virtual world settings like Second Life for design collaboration and consumer interaction.  And Part III examines the practical challenges of using virtual world concepts and technologies in our day-to-day business operations.

Part 2—Virtual World Concepts for CPG: Second Life

In the first installment of this series, we talked about how CPG companies might apply the first-person POV popularized in MMORPGs like World of Warcraft to achieve a more lifelike experience with consumers in virtual store environments.  Today we’ll talk about how CPG companies are leveraging Second Life – a multi-user virtual environment (aka “MUVE”) – to enhance both their consumer-facing activities and their internal operations.

Note: With Dassault Systèmes’ V6 PLM 2.0 software and 3DVIA Scenes,  our CPG clients have the possibility to exercise business in proprietary virtual worlds similar to Second Life.  More on that in future 3D Perspectives posts.

Avatar-based virtual experiences have increasingly captured the attention and imagination of consumers in the new millennium (as witnessed by the meteoric success of the recently-released film Avatar and the aforementioned World of Warcraft).  Accordingly, since the emergence of the virtual world Second Life onto the Internet scene in the early 2000s, CPG companies (as well as companies in many other industries) have explored avenues to reach the growing consumer population engaged in this virtual experience.

While I could talk about how CPG companies are using Second Life for advertising, market research, virtual meetings and human resource management (more on those topics later, perhaps), I would like to focus today on two key functions that PLM and virtual worlds have to offer CPG companies: collaborative design and crowdsourcing.

Design Collaboration
Increasingly, new product design team members in the CPG industry are no longer physically co-located, but rather distributed across time zones and continents.  The expectations placed on NPD teams remain the same, however: get winning products to market faster and more cost-effectively.  As virtual design team collaboration increasingly becomes the standard in the CPG world, we are challenged with devising team collaboration spaces that mimic – if not improve upon – traditional face-to-face team collaboration environments.

You might be wondering: Is it possible to collaborate more effectively in a virtual setting than in a face-to-face setting?  There is a growing body of evidence that suggests it is.

virutal worlds and cpg image 1Penn State researchers created an experiment in which teams were asked to solve a complex problem, using different meeting styles: 10 teams worked face-to-face, 10 teams worked through teleconferencing, and 12 teams worked as groups of avatars in Second Life.  The face-to-face teams felt most confident of their performance, yet the Second Life teams provided the most accurate answers in the task .

virutal worlds and cpg image 2In their research New Product Development Decision-Making Effectiveness: Comparing Individuals, Face-To-Face Teams, and Virtual Teams Mitzi Montoya-Weiss and her colleagues explain this phenomenon.  They suggest that “face-to-face teams are subject to group dynamics or social influences that may contribute to decisional error.”  Those influences include the “strain toward uniformity” and the dependence on others’ opinions for social validation.

There are several real-world examples to support the notion that virtual design collaboration in Second Life can be effective for globally-distributed teams.  Rivers Run Red, a virtual world development company that offers its Immersive Workspaces™ solution on the Second Life Grid™ lists GE, Johnson&Johnson, Herman Miller and Unilever among its customers using prototyping solutions .

The Internet Age has made it easier for CPG companies to reach into their ecosystems to solicit new product ideas from suppliers and consumers alike.  This practice – often referred to as “crowdsourcing” or “open innovation” – is typically conducted through corporate extranets or third party sites.

virutal worlds and cpg image 3Coca-Cola demonstrated its pioneering use of technology to reach consumers by leveraging Second Life as a platform for one of its crowdsourcing initiatives.  In 2007 the company launched a contest in Second Life for a virtual Coke machine.  The contest invited residents to design a Coke dispensing machine for use in Second Life; since the use of the machine was intended only for the virtual world, the design possibilities were limited only by residents’ imaginations.  As Kristen Nicole pointed out on her blog on the topic:

The best thing about having this kind of contest in Second Life is that a design can be implemented within Second Life, though real life constraints would render it impossible. Not to mention, it would cost far less than creating a physical manifestation of a Coke machine, but still warrants all the branding and viral opportunities that marketing strategies aim for.

Now imagine crowdsourcing the design of a real-world product (one that is ultimately intended to be produced and used in the physical world) through a virtual world like Second Life or another.  The virtual world setting, if coupled with real-world laws and physics, would provide the lifelike contextual environment needed to accurately test and adjust the design until perfection is reached.  The virtual setting would also provide the means for people situated in different places to work together.  At Dassault Systèmes we refer to crowdsourcing as social innovation.  This video illustrates social innovation with a powertrain crowdsourcing design example.

These are only two examples of how CPG companies can use Second Life to enhance consumer interactions and improve internal operations.

Is Second Life enough, or would CPG companies benefit more from a different kind of MUVE/virtual world?



P.S.  Look me up in SL – my avatar name is Lester Snowpaw.

Burrrr: CATIA Design Calendar Gift

By Kate

At least in France it’s finally freezing and folks are wearing gloves, hats and scarves . . . which means the holiday season is upon us!

3D Perspectives will be in holiday mode until early January.  On behalf of the entire 3D Perspectives team, I wish you a wonderful holiday season!

Also the CATIA for Design folks would like to offer you a 2010 CATIA for Industrial Design calendar.  You can prevue the featured product designs as well as sign up for it here.  Ok, you have to fill out a few information fields, but . . . DESIGN CALENDAR GIFT!!!



My Grandmother’s Pearls Ain’t Nothin’ Compaired to This! #leweb09

By Kate

I’ve never been in the same room with so many Internet stars and CEOs.  Even a Queen and French Minister were there!

Yep, I’ve been entranced by LeWeb09 for the past two days.  This is Europe’s #1 Internet conference hosted by the Le Meur couple.

There are MANY pearls to share, but it’s late so I’ll start with my favorite: pearltrees.

If Twitter is the Web’s nervous system, pearltrees is its memory.

Remember that.  (haha)

This little video will explain more, but then I’d like to share some thoughts about pearltrees and see what you think.

YouTube Preview Image

Thought #1:  Enfin!  FINALLY a way to stock and share those excellent tweets before they get purged off the Twitter servers!  (Just activate the nifty Twitter connection for this bit of the magic.)

Thought #2:  Ok, this is for PEOPLE to organize their own WWW, but the possibilities for COMPANIES using social media and wanting to track certain topics and projects are great!

Thought #3:  I’ll bet CAD and 3D folks would enjoy and get value out of organizing 3D models and scenes as pearltrees.

Three thoughts are largely sufficient after two days at a conference.

Wait, one more!

Thought #4:  The visuals remind me of some of the visual search engines that Oleg has blogged about, and also those diagrams I used to draw for teen students when I needed to explain tricky subjects.

So, about Thought #4, I asked one of the pearltrees guys where they got the idea for the pearltrees visual organization.  I wanted to know if it’s on purpose that it looks like visual search engine ‘artwork’ or if the function dictated the design, or maybe there was some deep-layered poetic answer.

The answer I got was part function, part poetry.  (pearltrees, please step in here if I’m off; I didn’t take notes.)

But first, here’s a photo of some of us from Dassault Systèmes and pearltrees.


By organizing the WWW around who you are and your interests, you’re in a way writing your own story.  And all stories, even if they take some crazy turns, have a beginning, middle and an end.  Linear.  Lines.  Connecting the first part to the second part, etc.  You can organize your pearls into, let’s say, chapters of a book.

The organization is also like a map.  A map where many different routes are possible.  And the way you set out your pearls shows all the different “travel adventures” you undertake.

Which reminded me of Chris Pirillo’s brilliant keynote.  Chris said that:

Community isn’t in your fingers or a device, it’s in your heart and soul.

And in the end, pearltrees maps your soul’s travels, and helps you to meet kindred souls.

Now how’s that for heavy.

‘Would love to know what you think!


P.S. Seems pearltrees has a blog. ;-)

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