Defining customer engagement has always been a holy grail for researchers. Self-report techniques (such as focus groups) are subject to demand characteristics, where subjects either tell the moderator what s/he wants to hear, or otherwise have a hard time putting true feelings into words. Other techniques, such as using physiological measurement, have objective validity but are obtrusive and are impossible to capture at scale. VR offers an unparalleled tool to give clues about user engagement–the tracking hardware that comes with all VR systems measures body language, automatically, unobtrusively, and at a rate that gives more data about human gestures than have ever been possible before.
We have taken some data from STRIVR’s marketing experiences and analyzed user engagement. We find that VR provides an amazing way to paint a picture of what “high” and “low” engagement looks like, or “good” and “bad” engagement. We know engagement is the key to learning and retention, but many methods of capturing it are lacking. VR might be the best way to assess user engagement in various scenarios and situations.
To read the entire research report, click here.