Immersive
virtual reality environments can unlock physical boundaries and budget limits.
Applications
for VR protocols are varied and include Psychology, Ergonomics, Neuromarketing
& Neuroeconomics (Consumer Research), Biomechanics & Kinesiology,
Healthcare, Computer Modeling/Simulation, Education, and Training: hazard,
medical, etc.
Researchers
can immerse subjects in a VR world and record physiological data as the virtual
environment influences the subject. A feedback loop can be included for greater
control and automation of the VR world. This allows the world to change in real
time, based on the subject’s responses. Timing events are used for analysis of
the physiological data. Eye tracking can be added to the headmounted VR display
to track the subjects’ eyes as they view the immersive environment during the
experiment, and position tracking can also be included.
Wireless
transmitters, EEG caps, and eyetrackers have been used to capture data from
mobile subjects in actual environments, but virtual reality expands the research
potential by allowing participants to be immersed in variable, simulated
environments with an incredible degree of realism. For instance, neuromarketers
can allow subjects to smell and feel multiple products and move through
different display configurations, or psychologists can choose appropriate
environments to study phobias such as flying or public
speaking.
At the
first Neuromarketing World Forum
(2012, Amsterdam), the
challenge and potential of enhancing market research with neuromarketing tools
was discussed, and virtual reality immersive techniques were recognized as
valuable tools for measuring affective states while modifying product
presentation. The value of capturing
synchronized physiological data
(heart rate, HR, ECG, EDA), brain
response (EEG,
fMRI, fNIR), and behavior metrics
(eye tracking, position tracking) was also discussed.
Turnkey
VR/ Immersive systems from BIOPAC are easily combined with wireless physiology
data to synchronize VR events with physiological response data. Neuromarketers
and other researchers can record any combination of signals (ECG, EEG, EOG, EMG,
EGG, EDA, temperature, respiration, pulse, etc.) and include multimodal
stimulation with visual, auditory, olfactory, haptic, or electric stimulus.
Remote Monitoring options provide subjects with a greater degree of freedom and
allow them to move around within the virtual world.
