The VR Emotion Scanner is here

VR Insight is launching a VR prototype that is supposed to find out the emotions of the users. The initial field of application is - who would be surprised - the advertising industry.

Seven companies have come together to form a new VR platform. The first prototype of VR Insight is called VR On Air Test (VR OAT) and is designed to help better understand the human brain when people watch advertising. How do people react? How do they behave? Actually the classic when it comes to research and advertising.

VR users do not bother about sensors

According to Takayuki Yoshizawa, creative director and general manager of AOI Pro. Inc, the idea for such a service in the context of VR came from noticing that users of VR equipment are not bothered about having sensors attached to them that collect their vital data. Originally, the development team had the idea of forming a platform that would collect data independently and then monetise it, Yoshizawa also says.

Full control in VR

Of course, there are already countless research tools that show TV advertising and its influence on the human brain with eye tracking and brainwave measurements. However, the environment in which the subject finds himself always has a major influence. In VR, external, distracting elements can be completely controlled.

VR Insight collects the biophysiological parameters, analyses and interprets them together with the classic data from well-known marketing tools such as browser history and cookies to determine the emotions of the users. In addition to the measured variables such as the pulse or the movement of the test person, they can use the latest technologies such as FOVE 0, for example, to measure eye tracking to an accuracy of 1°.

Yoshizawa explains that they are now also aiming to offer the service in training, medicine, education and the entertainment industry at a later date. First, however, the developers are focusing on the advertising market, where the most money can be expected.

Source: thedrum.com