Research2018-09-04T16:05:11+00:00

Research

In inVRsion we are always trying to push the boundaries. The potential of Virtual Reality is endless, particularly concerning the user experience. Our challenge is all about measuring it. For this reason we have added biometric feedback to qualitative fields conducted in VR.
The combination of VR and neuroscience lets us help our clients understand their shoppers in ways that were once unimaginable.

Eye-tracking

This system registers pupil dilation and contraction and traces the entire pathway that the eyes make during vision.
Sensors are integrated within the viewer and the frequency of the output related to gaze direction equals 120 Hz, with an accuracy of 0.5 degrees.
The output can be in the form of a sight heatmap, a gaze plot with observation timing, a path plot or an area permanency map.

EEG

Studies through EEG (electroencephalogram) have diagnostic origins and the use of this system for marketing purposes is relatively new.
The device registers the typically unconscious activity of the brain in real time and outputs it in the form of brain waves.
We analyze valence, that is the cognitive perception of the VR scene by the respondent, either positive or negative.

EEG

Studies through EEG (electroencephalogram) have diagnostic origins and the use of this system for marketing purposes is relatively recent.
The device registers the typically unconscious activity of the brain in real time and outputs it in the form of brain waves.
We analyze valence, that is the cognitive perception of the VR scene by the respondent, either positive or negative.

GSR

Also known as “skin conductance”, GSR (Galvanic Skin Response) measures the continuous changes in skin electricity due to the variations in sweat gland activity. Skin conductance is related to the response of the Sympathetic Nervous System, which is directly involved in the regulation of emotional behavior. This enables our clients to evaluate the emotional involvement of the respondents within the VR field.

KPIs

Our immersive research ecosystem enables our clients to get insights on their shoppers through scientific measurement, instead of relying only on their filtered verbal reports. These are the main KPIs which could be obtained:

Navigation path
Area permanency
Sight heatmap
Gaze plot with observation timing
Product interactions (fixations to pickup, pickups count, hold time)
Emotional arousal
Positive or negative valence

Business Needs

Our system enables our clients to conduct different kinds of tests in store, in a more time- and cost-effective way. These are some of the business needs that our solution aims to respond to:

Packaging design tests
Product placement tests
Path-to-purchase analysis
Concept tests
Store layout tests
Shopper behavior analysis