One cannot deny the impact and value of an immersive VR! But the question companies are asking is – How can we tangibly measure the impact? Is there a way by which we can capture and analyze the behavioral and biometric data, and understand the actions and emotions generated by VR/ AR/MR experiences? How can this data be leveraged in human resource management?
Why VR analytics?
Consider a situation – Taking the Walmart example from our earlier blog in the series, VR meets HR: VR altering the Employee Onboarding Game, – You’re a new Walmart store manager who has never seen a Black Friday sale in action. To make you understand the dynamics of such a busy day, you are put through an immersive hands-on training; testing your ability to handle stress from the horde of excited customers, your leadership skills to direct and manage your subordinates, even your emotional intelligence like empathy and tolerance. Your actions, emotional and behavioral responses to every situation is then captured and measured. This is done by integrating VR hardware with eye tracking, voice recognition, gestures and position tracking and biometric technologies like EMG, EEG, ECG, & GSR.**
Eye-tracker – tracks your eye contact with the customers, visual cues and segment user-based receptiveness, and measure what is driving the value like constant eye contact shows your confidence and interest.
Heat-maps show where you are concentrating the most.
Voice recognition – can detect composure like long pauses, complicated phrases, use of forbidden words and voice fluctuations
Biometrics – EEG, ECG, & GSR measure the stress levels and emotional oscillations. EEG can analyze your brainwaves and judge how you’re responding to the virtual environment.
Heat-mapping integrated with VR measures audience focus (Source: Vrtigo)
Data is the new gold standard and attention is the new currency.
Learning how candidates and employees react in different immersive environments, and knowing what is explicitly driving their reactions, will drive HR to achieve the desired outcome. It simplifies everyday HR aspects like –
- Recruiting the apt candidate for a particular job role
- Examining the decision-making power of a candidate in case of executive-level managerial posts
- Training employees to overcome their weakness and such other cases.
With VR analytics, companies can train, manage and evaluate the hard and soft skill of the employees. This endorses self-development by effectively engaging employees through immersive learning experiences, thereby retaining valuable human resources. Which in turn save a lot of cost on onboarding and rehiring. When an employee fails to stick, companies lose not only a human resource but also money. Rehiring costs $3,000 to $18,000 per person, costing U.S. businesses approximately $46.7 billion to $280 billion every year. (Source: Recruiting Daily Advisor)
How can companies use VR analytics for HR?
With VR analytics, companies can now have precise and sensitive methods to measure the stumbling blocks. These are the areas in HR where VR and VR analytics can make a significant contribution by aiding performance measurement:
- Interactive dialogue simulation like HR interviews, crowd management, leadership skills, client service.
- Virtual online sessions like team building, brainstorming, business meetings
- Public speaking, soft and hard skill measurement and development
- Technical training
- Real-time remote monitoring
As VR technology advances further gaining new grounds, insights are only going to get more precise.
Fove was the first VR headset to have embedded eye-tracking. In the past few months, Google and Facebook acquired eye tracking startups Eyefluence and Eye Tribe respectively, and are expected to embed the technology in their future products.
There is no industry without analytics. For VR to become a viable industry, companies need data to make insight-driven practical decisions. Effective virtual reality analytics provide an unbiased mechanism for measuring performance.
However, companies are still unwilling to invest a significant chunk in VR experiences unless they have a tangible way of measuring effectiveness. But with the marriage of technologies, insights can be gained from real-time, VR data visualizations and co-presence capabilities that provide unprecedented understanding. It has only broadened the horizon in every aspect – from branding, customer engagement to human resource management.
Learn more about how you can leverage VR for HR through our digital learning experience solutions.
- Facial EMG – Facial electromyography sensing
- EEG – Electroencephalography
- GSR – Galvanic skin response
- ECG – Electrocardiography
“For most pharmaceutical companies, this represents a major shift in thinking. It requires putting the customer, as opposed to the medicine, first and addressing customers’ emotional, social, and behavioural needs, as well as their clinical ones. “
.Back in 2018, United Partners published a report on developing data and insights that drive communication in the Pharma sector.