Isobar Debuts VR Emotion Measurement Platform

Dentsu Aegis Network's full service digital marketing agency Isobar has launched what it says is the world's first emotional measurement and analytics platform, designed to measure the effectiveness of virtual reality (VR) experiences.

Developed in collaboration with MIT Media Lab, the new platform can be integrated with Isobar's proprietary neuroscience product MindSight, to help further the understanding of the emotional response to content delivered in virtual, augmented, and mixed reality experiences. In addition, Isobar has integrated the platform with iMotion's biometric research platform, which uses eye tracking, EEG, galvanic skin response (GSR), electrocardiography (ECG), and facial electromyography (EMG) to measure human emotional response to visual stimuli.

Isobar says by integrating the analytics platform's VR hardware and software with an emotion-sensing biometric research platform, it can measure immersive experiences with moment-to-moment sensing precision. Data visualizations generated in real-time enable developers and brand marketers to pinpoint elements in the user journey that enhance or detract from the experience.

Dave Meeker (pictured), VP, Isobar US, comments: 'Brands that invest in VR now can have precise and sensitive methods that measure stumbling blocks and successes without depending on self-reporting, language, cognitive effort, memory, or even users' willingness to give an honest answer. Our investment in this platform gives us a strong competitive advantage and differentiates Isobar as a provider of virtual and augmented reality content and experience development in a very crowded marketplace'.

Web site: www.isobar.com .