#YDF2017

Immersive 360 video and the human impact Steve Ferris Immersive 360 video and the human impact

Immersive Video Virtual Reality Augmented Reality Virtual Environments Terminology Virtual Reality - Immersive Video - Virtual Environments - Augmented Reality Presence and Immersion Virtual Reality an all encompassing term, although not exactly accurate. The cross over between these technology. Higher Brain, Lower Brain 3

Overview Relatively little research to date Observational studies in child pedestrian training Studies into health and therapy Some concerns into the psychological effects Motion sickness New to the mainstream market – Has been around a number of times before. Primarily used for entertainment or training purposes – examples of being used in therapy. Completely safe and controllable environment meaning greater variety of situations that wouldn’t normally be available. Study into smoking sensation and cravings Indications of implanting false memory with children by one study Stress and PTSD and false memory. 4

Rationale Research the effects and possible impact that immersive video has over and above video viewed on a standard screen Assess the comparative levels of stress in headset vs screen Indicators to norms and risk perception Assess the levels of presence Ethical Considerations need to be taken into account Initial Research Commissioned by Ruth Gore - Safer Roads Humber 5

Hypothesis Content designed to generate positive emotions will increase the levels of presence within immersive video There will be greater levels of reported emotion for content viewed in immersive video Therefore there will be greater levels of stress experienced in immersive video Drawing on other research. RSA are advocates of positive messaging. 6

Design Research not evaluate 4 Groups (120 participants) Pre and Post questionnaires 2 Weeks Post questionnaires Blind Experiment Biometrics Research not evaluate. Evaluation would only give us answers on one specific film, baring in mind the lack of existing research, needed to look at a broader context. 4 Groups: Four experimental groups – Conducted on the ground and not in lab conditions Comparative film was chosen based on length of exposure, and predicted emotional scale Questionnaires: PANAS scale for emotions. 10 ‘Positive’ 10 ‘Negative’ Adaptation of a stress test for hospital submission – Hospital Anxiety and Depression Scale 10 questions on risk and social norms inspired by 2011 government study about young peoples perceptions STI – money troubles, optimism about future, crossing a road, drinking alcohol, helping a classmate who is bullied, speaking openly with friends. Blinding: The problem with issuing questionnaires – Demand Characteristics from participants – Bias of results road safety film, road safety questions. Biometrics: To look at levels of emotional arousal - stress. – Fitted with heart rate monitors 5 minutes before watching either film to map return to baseline 7

Results Overview- Emotion Differences in gender. Indications of differences in IMD however more data needed to refine. Qualitative data would be useful here. Difference from Pre-results. 8

Results Overview- Stress Both flat screen versions of films showed no statistically significant movement on any of the behaviour related statements so have discounted them for presentation purposes. Stress movement numbers were so small on both of the always groups that it’s not statistically significant. 9

Analysis Always film presence scores 63% higher Would further indicate that emotion and levels of presence are closely linked Immersive video would appear to have an additional 20-30% influence on levels of stress Presence scores measured on 2d version for base line of production styles, the presence scoring on the Immersive films to determine impact the technology has. Awaiting data from 2 weeks post. 10

Recommendations Further Research needed Immersive video is not used independently for interventions or educational programs Content should generate positive emotions Data, Data, Data Joined up approach Research into the effects that is has on the user is still a little thin on the ground. Length of exposure is relatively short, so unlikely to work as behavioural modification without dosing. Positive emotions will put the users into the right frame of mind to be more receptive to messaging through more traditional means or as part of a larger intervention. Observed effects – Bodylanguage Focus group summary? 11

steve@roadsafetyanalysis.org

#YDF2017