A room-scale VR experience designed by a Cognitive Scientist to improve brand strategy, creative workshops and consumer research. Creative Space replaces the 'cut out pictures and stick to board' approach with a virtual space powered by a proprietary database built upon the psychology of emotion, language and objects.
Clients, colleagues or consumers use a VR headset and hand controllers to walk around, select and build a Creative Space consisting of four walls of emotion, language, objects and metaphors in order to express feelings about a brand, product or topic. Multiple users can contribute at different times, in different locations, with the final output as a VR experience or 360 degree image.
Underpinned by the two leading theories on the psychology of emotion (Eckman and Plutchik), a database of 2,000 images allow brands to explore how they want their brand to feel and/or for consumers to demonstrate how they feel about a brand. Each emotion has around 30 images of people expressing emotions under different social and situational occasions.
A psychological database of how brands successfully speak to consumers (Goode 2017 published in Admap) shows that brand communication using these psychological terms produced a higher ROI than those that did not. The language wall contains 40 psychological persuasive processes used to persuade people in communications and has a database of 16,000 language fragments linked to the appropriate persuasive category.
A selection of 70 commonly used categories that brands use to describe themselves with each category containing a library of 2,000+ images and visual metaphors that describe each category.
People can choose from around 400 different 3D objects, both factual and metaphorical, in order to add, combine and juxtapose as a further dimension to creative expression.