VR Behavioral Lab • AMBIS
We created a VR behavioral laboratory for Univerzita AMBIS that captures eye tracking, ECG, and biometric data while respondents interact with real advertising materials in photorealistic environments.
Project
A fully instrumented VR behavioral laboratory for Univerzita AMBIS, built for scientific research into how people respond to advertising. Researchers place real campaign materials inside three photorealistic environments and capture eye tracking, ECG, heart rate, and movement data simultaneously.
The brief
AMBIS needed a purpose-built research tool with scientific rigor. Physiological data collected under controlled conditions, with full session management for researchers running live respondent studies.
GOAL
A laboratory-grade VR environment capturing physiological responses to advertising stimuli, built for academic research and student training.
Built for researchers who need data, not demos.
Benefits
– Measures physiological response, not just stated preference
– Multi-signal data: eye tracking, ECG, heart rate, movement, heatmaps
– Admin platform for full session control
Features
– 3 VR locations: street, living room, shopping market
– Dynamic placement of real campaign materials
– Eye tracking, heatmaps, ECG, heart rate, movement tracking
– Admin platform for session management and data export
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