Case Study: Michigan State University advances VR message-reception research with WorldViz

Michigan State University boosts VR message retention with WorldViz eye-tracking studies

Michigan State University, in collaboration with various research institutions, sought to understand the causal chain from message exposure to retention, moving beyond the limitations of traditional screen-based or field studies. To achieve this, researchers partnered with WorldViz and utilized their SightLab VR Pro software, which complemented the Vizard VR platform, to create a realistic and controlled environment for their investigation.

WorldViz provided the VR and eye-tracking solution that enabled the creation of an immersive virtual highway where participants' gaze and fixations on billboards were recorded. The results from the studies showed that distraction decreases message exposure and that both emotional content and distraction levels significantly impact retention. This research provided valuable, measurable insights into attentional factors for health, political, and commercial messaging strategies.

Michigan State University