The main objective of the platform is to evaluate the cognitive functions and decision-making processes of users in different environments simulated using immersive Virtual Reality. Moreover, the system  allow to simulate environments up to 6×10 m2 where the subjects can navigate and interact, providing a high sense of presence. Meanwhile, the system tracks the behavioural and neuro-physiological responses of the subjects, which will allow to measure and analyse through standardized measures the states and traits of the users, as well as the characteristics of the content displayed, providing valuable information about the cognitive functions and decision-making processes of users. Therefore, this will allow: 1) to be able to characterize the subject, 2) to measure his state during the experience and 3) to establish the influence of certain mediators on his behaviour. This provides us with the possibility of obtaining implicit responses through the analysis of behaviour related to the action of the subject within the virtual environment and not through the direct measurement of physiological variables of the subject that may or may not be related to an action.

This study aims to classify consumers inside a VR environment based on demographic features (age and gender). As a stimulus, virtual environment consisted of a store and multiple purchase tasks. A sample of 60 participants balanced in gender (30 females and 30 males) and age (from 18 to 36 years) were recruited for conducting the experiment. A set of demographic questionnaires along with data from virtual reality hardware was used as measures for the study.

This study aims to classify consumers based on the Big Five personality domains during a virtual purchase session using a head-mounted display. A virtual store was used as the stimulus. The personality recognition was ascertained using behavioural measures received from VR hardware, including eye-tracking, navigation, posture and interaction. Responses from 60 participants were collected while performing free and forced tasks in a virtual hypermarket.

This study aims to classify consumers based on the Big Five personality domains during a virtual purchase session using a head-mounted display. A virtual store was used as the stimulus. The personality recognition was ascertained using behavioural measures received from VR hardware, including eye-tracking, navigation, posture and interaction. Responses from 60 participants were collected while performing free and forced tasks in a virtual hypermarket.

This study aims to  predict the consumer dimensions like confusion, anxiety, enjoyment, and risk perception using behavioural patterns through the use of virtual reality shopping environment as stimuli. A total of 80 participants (40 females) within the age group 18-35 years were selected for the experiment. This study uses measure from virtual reality hardware including eye-tracking, navigation, posture, and interactions.

This study aims to assess the influence of contextual (technical vs emotional information/advertisement, change packaging/colour) and social (proximity of seller to the shopper, personalized advices) mediators in a virtual reality shopping environment. Responses from 100 participants (tentative) of balanced gender and age are to be collected for this study. Measures including eye-tracking, navigation, posture, and interaction as well as electrophysiological measures like GSR and EEG are to be implemented for a small group.

The objective of the study is to analyze which variables influence decision-making in the face of risk and to measure these variables through implicit measurements using virtual reality environments. To do this, users will be asked to carry out a series of tasks within a virtual environment designed and developed in order to measure variables related to risk behavior. Behavioral and physiological measures and questionnaires will be used. 100 healthy subjects will participate in this study.

Recent advances in neuroscience,  technology and data science allow to disentangle specific unconscious cognition processes by the measurement of behavioural biomarkers. In particular in this study, autism spectrum disorder was distinguished from neurotypical development through the recording and detection of children’s body movements in virtual reality. Autism diagnosis based on this cutting-edge method achieved 89.36% of accuracy.

Behavioural biomarkers represent implicit objective processes that allow to characterize certain unconscious cognition processes. Innovative data science techniques as machine learning algorithms are able to make predictions in this field by the analysis of specific implicit processes in humans. In particular, this study was able to detect autism spectrum disorder in children experiencing two virtual environments while electrodermal activity was recorded. Accuracy in diagnosis achieved the 90.3%.

Augmented shopping: The objective of the study is to analyze how the use of a goggle-type augmented reality solution influences the sales experience. For this, users must carry out a series of tasks related to the purchase of products using a Hololens 2 device. Behavioral measures and questionnaires will be used. In this study 50 subjects will participate (25 control condition and 25 experimental condition).

This study uses olfactory priming to differentiate whether body emotional odours (happiness, fear, and neutral) have an influence over the willingness to pay (WTP) in various products’ purchase (e.g food, technologies, alcohol, tickets flights, etc..). Users must answer a series of questions related to the WTP to certain products, while they are exposed to a series of body odours. Behavioural measures and questionnaires will be collected. In this study, 60 subjects (30 control conditions and 30 experimental conditions) will participate.

Virtual work interview: The objective of this study is to compare the feeling of presence in a job interview between two different reality spaces (virtual reality space and reality space) based on the comparison of implicit behaviours. To do this, users will conduct a job interview with a professional interviewer, to whom they must verbally answer a series of questions. Behavioural (eye tracking and voice), physiological and questionnaire measures will be analysed. In this study, 25 subjects will participate, who will go through both conditions in counterbalanced order.

The objective of this study is to analyze the choice order when the client makes decisions regarding the reservation of a hotel room and the decision to visit a tourist attraction; analyze visual attention to the attributes (information cues) that the client takes into consideration; and analyze the user experience in the decision-making process of the hotel / tourist attraction reservation. For this, a website with photos will be used versus virtual reality in 360 video in the context of a hotel / tourist attraction, and an assistant sales agent will be included in the web and virtual reality conditions, in order to compare with the web and virtual reality without the assistant.

The objective of the study is to analyze how the use of a glasses-type augmented reality solution influences the sales experience in the field of purchasing household equipment items. For this, users must carry out a series of tasks related to the purchase of products (a computer and a chair) using a Hololens 2 device. Behavioral measures and questionnaires will be used.

This study is based on the presence model of Skarbez et al. (2017), in which it is established that there are three components of presence: immersion, company and coherence. This study will work with patients from the epilepsy unit of the La Fe hospital in Valencia, who have intracranial implants to collect brain signals. A virtual environment will be developed with different variants of high / low presence with respect to each of these three components and it will be studied if there are patterns of brain response and if there are differences in functional connectivity. The following measures will be taken: user interaction with the virtual environment, eye tracking during the experience, brain records during the experience, and presence questionnaires after the experience. The study is planned with a sample of 10 patients.