LIMBIK proudly presents:
Our 2′nd FUTURESPEAK topic
Brought to you by our resident Digital Sociologist, Lisa Talia Moretti
FUTURESPEAK topic for the month of June: The Age of Empathy
When I say “VR” what you do you think?
“The ability to time travel to a different world?”
Do you think of a massive device you put on your face? Or do you perhaps think of the ability to time travel to a different world? Or do you think “VIDEO GAMES!”
When I think “VR”, I immediately think, “a new perspective”. Here’s why.
Every day, my job as a digital sociologist brings me very close to the relationship that people have with technology and the Internet. But when I get this close, I’m not just looking at the tech. What I’m really looking out for is the behaviour that people exhibit when they use that technology. For me, that’s the super interesting bit. And when you start to look up close at what VR making people do, think and feel, something really fascinating is taking place.
“Marriott who transported a few Londoners to Hawaii in seconds”
There are brands who have experimented with this emerging tech in a pretty cool way. Think of Topshop who gave a VR experience of their AW14 catwalk show. Or Marriott who transported a few Londoners to Hawaii in seconds. Cute. Then, there was the New York Times who worked with vrse.works to create the immersive documentary telling the stories of children who have been driven from their homes because of war. Deep.
“Gender Swap is a genius experiment using a neuroscience technique called embodiment experience”
In the last two years, some very interesting use cases of VR have come to light and these examples are where we’re starting to see how creating a virtual reality can bring about a new perspective and create the locus from where behaviour can pivot into another direction. Gender Swap is a genius experiment that’s come out of BeAnotherLab in Barcelona. Using a neuroscience technique called embodiment experience, users are able to feel what it’s like to be in another body. It’s seriously quite something to see. Transformative. The next use case of virtual reality is in the medical profession where Embodied Labs have created a seven-minute immersive film called We Are Alfred that they hope can be used to bridge the empathy gap between junior doctors and their elderly patients. Life-changing.
“VR provides people with the space/place to have a multi-sensory experience where a connection can be made”
Empathy is the ability to understand and share the feelings of another person. In order to understand and share, you need their perspective of things. VR makes this happen by providing people with the space/place to have a multi-sensory experience where a connection can be made. This is a whole new game.
As a marketer/brand manager/business owner, what does this immediately make you think about? I’m hoping you’re thinking about the people who keep you in business – your customers; and how you’ll not only have the ability to provide them with amazing experiences, but – and here’s the real kicker – stand in their shoes and find out what it’s like to them.
“New games come with new rules”
Topshop AW14: https://www.inition.co.uk/case_study/virtual-reality-catwalk-show-topshop/
Marriott, VR: https://travel-brilliantly.marriott.com/our-innovations/oculus-get-teleported
Gender Swap, Be Another Lab: https://vimeo.com/84150219
We Are Alfred, Embodied Labs: http://www.nytimes.com/marketing/nytvr/#the_displaced
15 June 2016