“The Virtual Reality Emotional Measurement and Analytics Platform seems to represent the latest innovation in the marketing research applications of biometric technology…”
Isobar, a digital brand consultancy, has teamed up with MIT Media Lab and iMotion to develop a tool that can track users’ emotional responses to virtual reality content.
Called the Virtual Reality Emotional Measurement and Analytics Platform, the solution relies on biometric technology from iMotions that is designed to use eye tracking, electroencephalography, electrocardiography, facial electromyography, and galvanic skin response to assess subjects’ emotional states. It also incorporates MindSight, Isobar’s own “proprietary tool to access the emotional brain,” as the agency explains in a statement announcing the new solution.
That all adds up to a VR system that can track users’ emotional responses to digital stimuli in real time. Administrators using the tool can even replay a subject’s experience while they enter the VR environment themselves to see how the subject reacted to the media content, with a digital avatar representing the subject changing color in real time to represent different emotional reactions.
The Virtual Reality Emotional Measurement and Analytics Platform seems to represent the latest innovation in the marketing research applications of biometric technology, with other firms starting to use similar technologies to track audience responses to more traditional media stimuli like video advertisements. By moving ahead into VR, Isobar and its partners may be anticipating a broader cultural shift, and getting themselves ahead of the game when it comes to sophisticated marketing solutions.
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