FEATURE12 June 2018

Virtual behaviour: measuring emotion in VR

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The mass market tipping point for virtual reality may be several years away, but technological advancements from Isobar in conjunction with MIT Media Lab mean user experiences can now be more accurately measured. By Jane Bainbridge.

It’s immersive, intense and all-consuming – the emotional impact of virtual reality (VR) is evident to anyone who’s put on a headset. But for brands to see this technology as anything more than the latest gimmick, a more ...