​This VR tool knows in advance what you are thinking about

This VR the tool knows in advance what you are thinking about, before you do it

The new VR tool TheiaInteractive eliminates guesswork when developing campaign products.

In addition to the obvious examples of using virtual reality for games, social virtual reality, training of the armed forces, for training, it can be used to collect marketing data in new convenient ways. For example, Kellogg took advantage of the possibilities of virtual reality and eyetracking (tracking the movement of the gaze) to take the place of the consumer and find new ways to sell Pop-tarts cookies.

Thanks to this, they received important information about how customers look at store shelves. As a result, the company revised the placement of products in the store, thereby increasing brand sales by 18%.

This is where TheiaInteractive company came to the rescue. A visualization firm and software developer is launching a brand new set of tools called Claria, which includes gaze tracking technology and biometric sensors to determine how you feel by recording your physical reactions during virtual reality. In fact, it is very effective, and the system knows how you feel before you do it.

The Claria toolkit achieves this by tracking six basic physical reactions: heart rate, heart rate variability, cognitive load, eye vector, pupillometry, and rapid eye movement between fixation points, also called saccades (rapid spasmodic eye movement). These biometric responses and subsequent data can be very useful for designers, marketers, researchers and creators, giving them the opportunity to understand exactly how you feel about a given experience or product.

This can have a huge impact on many industries, from product design and marketing to healthcare. Imagine that you are a car designer and use Claria to find out how intuitive the dashboard layout is for the driver, or how various brands use gaze tracking data to understand the true reaction to their products based on how you interact with them in virtual reality. Game developers can use Claria to determine whether you are having fun or feeling frustrated. Medical professionals, first aid specialists and the military can also use this tool to identify factors that cause stress.

In an official press release, Bill Fishkin, co-founder and CEO of TheiaInteractive, said: "Claria takes guesswork into product and campaign development, "adding:" We can put someone in virtual reality and know exactly what in the experience we are creating attracts them, excites them, even overwhelms them, in order to achieve better design through more informed decisions."

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Claria works specifically with biosensors in the HPReverbG2 OmniceptEdition headset. This is because while other headsets can only track one or two indicators needed to read your physical reactions, the ReverbG2 OmniceptEdition is equipped with the latest sensor systems necessary for Claria to work effectively with real-time information.

After receiving and recording Claria, all biometric data can be easily reproduced, quickly forwarded or stopped so that you can study them in more detail. You can also turn the received data into visualized data, such as heat maps or interactive graphs.

The virtual reality tool is designed to work on the UnrealEngine game engine and has multi-user capabilities designed for collaboration. Claria allows you to get involved and work together with a team of creators, regardless of your physical location. Claria also allows you to communicate in voice chat and receive and access the built-in virtual reality tools to make changes in real time depending on the observed reactions.

"For those who are developing products or trying to attract people, understanding the real raw human reaction has a significant advantage over those people who rely on traditional methods," added Jay Fraser, senior manager of XRGTM developer relations at HP. "The HPReverbG2 Omnicep solution has the tools to collect and interpret this data, and Claria makes it easy for anyone to use the capabilities of this advanced technology."

Claria is currently available as part of the Early Access program with perpetual licenses available in packages of three, five and ten. Full access to Claria is expected by the end of 2021.

For more information, go to TheiaInteractive website.