About Immersion Corp.

Founded in 1993 and headquartered in San Jose, California, Immersion Corp. is a leader in touch feedback technology, also known as haptic technology. The company provides haptic technology to create immersive and realistic experiences that enhance digital interactions on mobile devices. Immersion’s technologies have been adopted in more than 3 billion digital devices that, along with mobile, include automotive, gaming, medical and consumer electronics. The company has about 200 employees and revenues of about $100 million USD.

Challenge

“The science of haptics is entering a new phase, going from mobile phones to cinema experiences and more. To uncover the nonconscious mechanisms behind successful haptic experiences, we partnered with True Impact and elevated our client executions with new insights from the brain.” – Sanya Attari, Manager of User Experience Research

The mission was to determine the emotional impact and interplay of industry verticals and different video ad delivery methods during mobile video viewing using varying levels of haptic feedback technology. Use neuroscience and biometrics to measure differences in perception between ads with low and high density haptic feedback, and ads with no haptic feedback.

Solution and Results

The team analyzed the effect of haptic technology on 4 brands from 2 verticals, using EEG and Heart Rate Variability. The hypothesis was that haptic feedback will generate stronger emotional reactions than no haptic feedback. The team anticipated a stronger haptic response to be associated with increased preference. The results showed:

• Well-executed haptic treatments elicit as much as 69% more memorability during video play, compared to regular non-haptic videos.
• When haptics are expertly implements, participants appeal and interest increased by as much as 19%.
• “Haptic feedback makes it easier to remember the message, it’s a good way to market products — more memorable. The video came to life, so I felt part of it.” – Study Participant

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Many more success stories are in the works. Stay tuned!