1. #YDF2017

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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

13. #YDF2017