‘Claria from Theia Interactive takes the guesswork out of designing products and campaigns’
➨ Claria is available as a perpetual licence now through an early access programme
➨ It utilises Omnicept Edition to track six key physical responses
➨ Datasets can be used to achieve a range of goals, including measuring responses to marketing campaigns and new products
Theia Interactive, a software developer focused on visualisation and doing notable work in architecture, has launched a biometric tracking tool capable of analysing and reporting a person’s physical reactions while in virtual reality.
Claria, available as a perpetual licence now through an early access programme, is built exclusively for the new HP Reverb G2 Omnicept Edition, whose sensors for sight and heart rate as well as eye and facial tracking features make the headset capable of measuring a user’s cognitive load and delivering real-time insights for next-level virtual reality experiences.
Theia says Claria utilises Omnicept Edition to track six key physical responses and help designers, marketers, researchers and developers understand exactly how a person feels about a given product or experience.
Biosensors within the headset can track heart rate, heart rate variability, cognitive load, eye vector, pupillometry and saccade.
Claria offers a “comprehensive look at a person’s physical responses”, according to Theia, then creates datasets that can be used to achieve a range of goals.
Theia is targeting product designers, who need to determine which element is or isn’t intuitive in their product, marketers who want to understand how to attract attention within a publicity campaign, and psychologists looking to pinpoint the exact onset of stress in a given situation.
“Claria takes the guesswork out of designing products and campaigns,” explains Bill Fishkin, co-founder and chief executive officer of Theia. “We can put someone in VR and know exactly what about the experience we build attracts them, excites them, even overwhelms them, to arrive at better designs through more informed decisions.”
Biometric results recorded by Claria can be played back or viewed as heat maps and graphs, to help users better understand collected information.
The tool is also designed to work within Unreal Engine and has multi-user capabilities that can bring different parties together inside a project, including voice chat and the ability to make changes to work in real-time.
Jay Fraser, senior manager of XR GTM and developer relations at HP, comments: “Knowing a person’s true, unfiltered reaction means that anyone designing products or trying to attract people has a significant advantage over those relying on traditional methods.”
“The HP Reverb G2 Omnicept Solution has the tools to collect and interpret that data, and Claria makes it easy for anyone to easily leverage the power of this cutting-edge technology.”
Early access Claria perpetual licences are available in packs of three, five and 10. The full access launch is expected by the end of 2021.
Images: Theia Interactive