Virtual Reality

Technology to recreate the Customer Experience

An experience that immerses user in the digital space.
We can not oppose. Technology is increasingly important when designing a unique and innovative Customer Experience. Therefore, we want to know more about the opportunities offered by Virtual Reality (VR).

This experience immerses the user in a digital space that, thanks to its interface, simulates real-time and interacts with the sensory channels of the person. It’s something new? Relatively; it is known that in the 70s the cradle of innovation, MIT, defined the VR as the ability to express human presence in a synthetic space generated by a computer.

To this day, the main features are:

  • Immersion to deceive the senses
  • Simulation of real-time behavior
  • Navigation through artificial space

And the main parameters are:

  • Response speed
  • Quality of images projected
  • Number of senses involved
  • Quality of the simulation
  • Quality of the effects of immersion and manipulation in the virtual environment

How is that new space created?

There are different systems for generating images and peripherals with several ranges of movement. Elements to create three-dimensional graphics and stereoscopic techniques to create the illusion of depth. On the other hand, we can not forget the importance of audio, distinguishing between a stereo and virtual sound; as well as other sensors such as tactile and effort returns.

All this technological deployment invites us to question and imagine the multitude of applications that VR has in various fields and sectors. For example, Mari Sánchez-Vives develops VR applications for therapeutic purposes while also investigating the possibilities of the brain and its ability to interact with machines. The findings are so surprising that we know that, thanks to the VR, we are able to feel a virtual body as our own. Something that opens the door to treat different pathologies and social rehabilitation. On the other hand, Virtual Reality applied to Marketing opens new opportunities to innovate and improve the Customer Experience. Thanks to this technology and storytelling, we can create deeper connections with our target audience. In addition, digital 3D storytelling motivates the development and analysis of new sciences such as neuromarketing. VR allows us to test measurement sensors. For example, the eye trackers together with electroencephalographies and the recording of the cardiac pulse allow us to study the behavior of the consumer against digital storytelling, giving us the opportunity to outline the design of their experience.

Interesting, right? In addition, one of the greatest advantages is that it is an experience carried out in a 100% controlled environment, which allows evaluating attention, emotions, and behaviors from different angles with reduced risk.

Could you apply this technology to your Customer Experience? How would you do it?

Published at 25/09/2018

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