Periodic Reporting for period 1 - PRESENCE (The feeling of being there: Developing a practical framework for objective, continuous and standardized presence measurement for virtual environments)
Berichtszeitraum: 2023-11-01 bis 2025-04-30
The project was initiated to address a core challenge in the evaluation of VR, AR and XR applications, namely the lack of objective and scalable methods for measuring their effectiveness. It builds on the premise that presence, along with related experiential constructs such as immersion and embodiment, is central to how realistic and impactful an immersive experience feels. These experiential qualities are directly linked to the effectiveness of XR applications in domains such as training, therapy, and education.
Despite the growing relevance of XR technologies, the European and global markets remain fragmented and lack shared benchmarks. One of the most critical gaps is the absence of standardised approaches to assessing user experience and impact. Without reliable metrics, it becomes difficult for developers, researchers and decision-makers to compare solutions, validate effectiveness or guide innovation. This gap limits the potential of XR to scale into regulated sectors such as healthcare or education, where evidence-based evaluation is essential.
This project responds to that need by building on fundamental research developed at Utrecht University and applying it beyond the academic context. The method developed offers a behavioural, objective and continuous way to measure presence, which can complement or replace self-report instruments. By validating the method in diverse scenarios and making it accessible to non-specialists, the project contributes to the formation of a shared infrastructure for XR evaluation.
In the long term, the project aims to support standardisation efforts and foster evidence-based development in XR. It also serves as an example of how behavioural science can be translated into tools with direct industrial relevance. This integration of social sciences into XR development enhances the reliability, interpretability and applicability of immersive technologies.
Despite the growing relevance of XR technologies, the European and global markets remain fragmented and lack shared benchmarks. One of the most critical gaps is the absence of standardised approaches to assessing user experience and impact. Without reliable metrics, it becomes difficult for developers, researchers and decision-makers to compare solutions, validate effectiveness or guide innovation. This gap limits the potential of XR to scale into regulated sectors such as healthcare or education, where evidence-based evaluation is essential.
This project responds to that need by building on fundamental research developed at Utrecht University and applying it beyond the academic context. The method developed offers a behavioural, objective and continuous way to measure presence, which can complement or replace self-report instruments. By validating the method in diverse scenarios and making it accessible to non-specialists, the project contributes to the formation of a shared infrastructure for XR evaluation.
In the long term, the project aims to support standardisation efforts and foster evidence-based development in XR. It also serves as an example of how behavioural science can be translated into tools with direct industrial relevance. This integration of social sciences into XR development enhances the reliability, interpretability and applicability of immersive technologies.
To demonstrate that the fundamental research on presence measurement could address the needs identified by industry stakeholders, we conducted three empirical studies. These studies tested the applicability of our presence measurement method across different XR environments. The primary objective was to validate the robustness of the method and to identify potential limitations when applied in laboratory and real-world scenarios.
Before initiating the empirical work, we defined the essential characteristics a practical presence measurement tool would need in order to be broadly adoptable within the XR ecosystem. These included the ability to (1) capture continuous, moment-to-moment presence data, (2) operate without the need for additional or costly hardware, and (3) provide objective, behavior-based outputs rather than relying on subjective self-reports, which are prone to bias.
In the first study, we investigated whether the method, based on analyzing user movement data processed through a proprietary algorithm, could distinguish between related constructs such as immersion and embodiment and presence itself. We also examined how different configurations of XR use, including hardware setups, locomotion modes, avatar embodiment, and perspective settings, influenced the sense of presence.
The second study assessed the temporal resolution of the method, focusing on how quickly it could detect fluctuations in presence during an ongoing immersive experience. This was critical for determining whether the method could be used in real-time or near real-time feedback systems.
The third study evaluated the method across different user populations, including patients with acquired brain injury who were compared with healthy controls. We also examined the influence of user experience by comparing responses from experienced and novice XR users.
Throughout the project, we refined how the method’s output is visualized to ensure accessibility for non-expert users. In parallel, we consulted with industry partners to identify practical use cases and better understand how this tool could address current gaps in measuring effectiveness in XR applications.
Before initiating the empirical work, we defined the essential characteristics a practical presence measurement tool would need in order to be broadly adoptable within the XR ecosystem. These included the ability to (1) capture continuous, moment-to-moment presence data, (2) operate without the need for additional or costly hardware, and (3) provide objective, behavior-based outputs rather than relying on subjective self-reports, which are prone to bias.
In the first study, we investigated whether the method, based on analyzing user movement data processed through a proprietary algorithm, could distinguish between related constructs such as immersion and embodiment and presence itself. We also examined how different configurations of XR use, including hardware setups, locomotion modes, avatar embodiment, and perspective settings, influenced the sense of presence.
The second study assessed the temporal resolution of the method, focusing on how quickly it could detect fluctuations in presence during an ongoing immersive experience. This was critical for determining whether the method could be used in real-time or near real-time feedback systems.
The third study evaluated the method across different user populations, including patients with acquired brain injury who were compared with healthy controls. We also examined the influence of user experience by comparing responses from experienced and novice XR users.
Throughout the project, we refined how the method’s output is visualized to ensure accessibility for non-expert users. In parallel, we consulted with industry partners to identify practical use cases and better understand how this tool could address current gaps in measuring effectiveness in XR applications.
The project resulted in four scientific manuscripts. One has been accepted for publication, and two are currently under peer review. In addition, key findings were presented at the MindXR conference in Berlin, where the methodology and results were shared with the scientific community. The project also led to initial collaborations with external partners, including industry stakeholders and academic institutions such as LMU Munich, laying the groundwork for further development and application of the method.
The most important empirical results demonstrated that the method was capable of distinguishing differences in presence based on perspective. Specifically, first-person perspective was associated with a higher sense of presence compared to third-person perspective. The method also differentiated between related constructs such as immersion and embodiment and aligned with results obtained through traditional self-report measures and research findings in the scientific literature. Importantly, the method was shown to provide continuous measurement of presence and to detect fluctuations in real time. Its robustness was further supported by its application across different user groups, including clinical populations, where it reflected patterns consistent with established subjective measures.
To improve accessibility and practical usability, we tested different modes of visualizing the data. We found that presenting the data as an overlay on first-person video recordings of the virtual experience provided the clearest insight for both end users and researchers. This approach allowed users to directly observe how presence levels changed over time in relation to the immersive content.
As a next step, a spin-out company will continue developing the method into a software tool. This will allow researchers and companies in the XR sector to apply the technique without requiring specialized scientific personnel. The software will help lower the technical threshold for adoption and improve consistency in evaluating XR experiences across use cases.
To support broader adoption, further integration into research labs is needed in order to validate the method across additional environments and user groups. Ultimately, the goal is to enable private, institutional and regulatory bodies to incorporate the method into formal frameworks for assessing the impact and quality of XR applications beyond academic research.
The most important empirical results demonstrated that the method was capable of distinguishing differences in presence based on perspective. Specifically, first-person perspective was associated with a higher sense of presence compared to third-person perspective. The method also differentiated between related constructs such as immersion and embodiment and aligned with results obtained through traditional self-report measures and research findings in the scientific literature. Importantly, the method was shown to provide continuous measurement of presence and to detect fluctuations in real time. Its robustness was further supported by its application across different user groups, including clinical populations, where it reflected patterns consistent with established subjective measures.
To improve accessibility and practical usability, we tested different modes of visualizing the data. We found that presenting the data as an overlay on first-person video recordings of the virtual experience provided the clearest insight for both end users and researchers. This approach allowed users to directly observe how presence levels changed over time in relation to the immersive content.
As a next step, a spin-out company will continue developing the method into a software tool. This will allow researchers and companies in the XR sector to apply the technique without requiring specialized scientific personnel. The software will help lower the technical threshold for adoption and improve consistency in evaluating XR experiences across use cases.
To support broader adoption, further integration into research labs is needed in order to validate the method across additional environments and user groups. Ultimately, the goal is to enable private, institutional and regulatory bodies to incorporate the method into formal frameworks for assessing the impact and quality of XR applications beyond academic research.