What metrics should you track when conducting VR user research?

1 Behavioral metrics

Behavioral metrics are the observable actions and reactions of users in VR such as movements, gestures, eye gaze, and speech. Collecting and analyzing this data can provide insight into how users navigate, explore, interact, and perform tasks in VR, as well as how they respond to stimuli, feedback, and events. Tools like VR analytics platforms, eye trackers, motion sensors, and voice recorders can be used to measure behavioral metrics such as completion rate (the percentage of users who successfully finish a task or scenario in VR), time on task (the duration of each task or session in VR), path analysis (the sequence and pattern of user movements and interactions in VR), event tracking (the frequency and type of user actions and events in VR), eye tracking (the direction and focus of user eye gaze in VR), and speech analysis (the content and tone of user speech in VR).

2 Physiological metrics

Physiological metrics are the biological and physical responses of users in VR, such as heart rate, skin conductance, brain activity, and facial expressions. These metrics can provide insight into how users feel and cope with VR, as well as how immersed and engaged they are. To measure and interpret physiological data, you can use devices like wearable sensors, EEG headsets, and facial recognition software. For instance, heart rate is the number of heartbeats per minute of users in VR; skin conductance is the level of sweat on their skin; brain activity is the electrical signals and patterns in their brain; and facial expressions are the movements and emotions of their face.

3 Psychological metrics

Psychological metrics are the subjective and cognitive aspects of users in VR, such as their attitudes, opinions, preferences, expectations, and memories. These metrics can provide insight into how users perceive, evaluate, and remember VR, as well as their level of satisfaction and motivation. Surveys, interviews, questionnaires, and tests are methods used to elicit and assess psychological data. Examples of psychological metrics include usability (the ease of use and learnability of a VR application), satisfaction (the degree of pleasure and enjoyment), preference (the choice among different VR options), expectation (the anticipation before, during, and after VR), and memory (the recall and recognition of VR content).

4 Contextual metrics

Contextual metrics are the environmental and situational factors that can have an impact on user behavior, feelings, and thoughts in VR, as well as how they connect VR to the real world. Techniques such as observation, contextual inquiry, and diary studies can be used to capture and comprehend contextual data. Examples of these metrics include location (the physical and social setting of users in VR), background (the demographic and personal characteristics of users in VR), purpose (the goal and intention of users in VR), and mood (the emotional state and mood of users in VR). By tracking these metrics, you can gain valuable insights into your VR user research and enhance your VR design and development. However, you should consider the trade-offs and restrictions of each metric, such as the validity, reliability, accuracy, and ethics of the data collection and analysis. Additionally, it is essential to prioritize the metrics that are most relevant and meaningful for your VR project and research questions.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?