Crucial insights into XR (Extended Reality) sector: rationale behind data collection.

Crucial insights into XR (Extended Reality) sector: rationale behind data collection.

The collection and usage of data in the digital world have sparked a wave of questions regarding privacy and business practices. As users navigate through websites, they unknowingly share personal information with companies through cookies, smart ads, and device sensors. In response, the extended reality (XR) industry has capitalized on this new source of data, using it to enhance their immersive experiences.

By accepting or refusing cookies on websites, users are inadvertently providing web owners with insights into their browsing behaviors and digital identities. This data then becomes instrumental for targeted advertising purposes.

As data grows increasingly prevalent, it presents a significant challenge for companies. Beyond advertising, the information can be used to learn about a customer's preferences, behaviors, and needs, ultimately improving company offers and services. Collecting data to enrich the user experience is a key focus of the XR industry.

When discussing data in the realm of virtual reality, one immediately thinks of data visualization, a common practice dating back several years. In industries such as energy, architecture, and medicine, augmented reality headsets are used to visualize underground networks and complex molecules, respectively, to prepare for high-risk surgical procedures or expedite the drug design process.

Beyond the visualization of data, XR professionals have discovered additional applications for data in the virtual world. Companies are increasingly using data to improve immersive experiences on both the supplier and user sides. Data, therefore, has become an essential tool to offer personalized and relevant experiences.

The XR industry has recognized the potential for data analysis and optimization within two major sectors – marketing and training. In marketing, data allows for direct tracking of customer behavior during the purchasing process, enabling marketers to identify key influences on a customer's decision-making and commitment to a product.

In the training sector, data collection helps trainers assess a user's decisions through involuntary reactions, such as heart rate and eye movements. This can provide valuable insights into a learner's skills and preferences, paving the way for personalized feedback and dynamic adaptation of training programs.

Collecting data during an XR experience often involves the use of eye-tracking, biofeedback, and biometric sensors. Eye-tracking allows marketers and trainers to monitor user attention and uncover key areas of interest within the XR environment.

Physiological data, which includes heart rate, breathing, and body temperature, is also essential for updating immersive experiences in real-time. This advanced technique is utilized in fields such as stress management, phobias, and anxiety therapy.

Another valuable application of data in XR is biometric tracking, which involves capturing user movements and gestures. Real-time capture of biometric data can transport real-world reaction into virtual environments, improving the overall experience and fostering interactions between virtual humans.

As the XR industry collects more data on user behavior, the question of data protection inevitably arises. Despite the potential benefits, companies and users alike must be mindful of the privacy implications, with issues such as data security and reuse of personal information requiring careful consideration. This topic will be addressed at the upcoming "Days: XR Data" event on May 18. Registration is free.

Users can control the data sharing by making informed decisions about accepting or refusing cookies on websites, thus impacting the insights provided to companies about their browsing behaviors and digital identities, which can be used for targeted advertising purposes and personalized XR experiences.

The ongoing collection and analysis of data in XR are not without concerns regarding privacy and data protection, necessitating careful consideration of data security and the reuse of personal information to ensure user confidentiality.

Read also: