Patent ID: 8260690

Claim:
An apparatus for capturing test subject feedback from a virtual reality simulation of a shopping environment, comprising: one or more display screens configured to provide a panoramic view of the simulated shopping environment; a participant interface and control system configured to mimic at least a portion of a shopping cart, wherein the participant interface and control system includes a handle that senses an amount of pressure applied to the handle and navigates through the virtual reality simulation based on the pressure sensed, wherein the handle includes one or more buttons used to translate the view displayed on the one or more display screens through a predefined motion; a computer system configured to generate and present the virtual reality simulation to a simulation participant; one or more participant monitoring systems configured to monitor one or more physical responses of the simulation participant interacting with the virtual reality simulation; and a support structure and connection system connecting the one or more display screens, the participant interface and control system, the computer system, and the one or more participant monitoring systems.