The influence of motion picture on human mind
AOI Pro. has been making TV commercial films for more than 50 years. We have empirical knowledge on how they can affect human psyche, yet never had an opportunity to verify its objective and scientific validity.
In search of truth about human unconsciousness, myriads of technologies and methods have been devised; however, systems that are designed to accommodate and satisfy marketing demands and creative perspectives still do not exist.
With our own VR Insight ™, we intend to build a new evaluation system for TVCM and other motion pictures to improve creative expressions and methodologies. Together with marketers, we further aim to give light to "the influences of motion pictures on human mind".
Systematic image evaluation system
Our service is an image/motion picture evaluation system. It is a contemporary rebuild of conventional research platform with variety of automated processing functions: It consists of an answering interface on touch-devices and viewing experience in the VR environment (+ vital reaction sensing). With this original system, we are able to compare the test material with vital reactions that indicate respondents’ psychological state.
Data collected would include Eye-tracking, EEG (electroencephalogram), ECG (electrocardiogram), hand pressure, body temperature, and operation log, and are stored in the cloud system. With this approach, we are able to work with “linear reactions” of the respondents which are impossible to be gathered in the conventional survey format.
※ Patent pending
Key features of VR OAT
1VR × sensing
The biggest threat to vital-response sensing is the external noises that are caused by bodily movements and stimuli. We believe our VR-environment viewing would minimize such risk factor in the research process.
Brain wave sensor incorporated in HMD
VR-viewing minimizes the noise affect
2VR × Eye-tracking
There are 12 infrared-LEDs and 2 infrared cameras equipped with FOVE’s Head-mounted Display (HMD) device. This enables much precise tracking of eye-movement even at the level of a letter in a sentence. (Tracking accuracy: 1 degree or less / frame rate: 120 fps)
Highly accurate eye-tracking and blink recording
Frame-by-frame line of sight acquisition and recording
3Intuitive research UI
The reason we employ vital response sensing is to avoid respondent biases during the act of answering. Although we also employ questionnaire forms, we devised original UI for respondents to answer more smoothly and intuitively.
Easy-to-use interface for better respondent concentrations
Purpose-driven flow and device
4Totaling automation and operational UI development
The data obtained through VR OAT is immediately stored in the cloud system. We built a system with which clients can obtain information instantaneously in various forms with an easy-to-use dashboard.
Log-in system for ease of use
Smooth operations for a variety of requirements
Feeding-back to creative outputs
Our solutions will enhance the accuracy of production works and bring clarity to its planning processes by unlocking potentialities of creative thinking with science.
Such can result in a concrete direction; for example, “Show key message somewhere within 20 frames after the attention peak as verified with the electroencephalogram and the eye-tracking data of the total respondents.”
We are available for VR OAT information & trial sessions. We would be happy to have your opinions on our latest invention.
Please contact us from the below form.