Patent No. 10,354,261 includes being able to instantly manipulate a virtual environment based upon a user’s vision patterns and demographics.

The patent also includes asking questions based upon what a participant sees and measuring and scoring vision patterns, as well as delivering virtual environments to common user devices.

Isaac Rogers, CEO of 20/20 Research, said: “With the technology covered in this patent, you can place someone in a customised digital space, see through their eyes and use their vision to manipulate that space. You not only get immediate feedback as the space changes around them, but their gaze determines what they see.

“Behavioural and qualitative data seem to be inching closer together. We took this step to create a pathway where virtual reality and augmented reality can mix with traditional methodologies.”