Immersion measures the state of deep emotional engagement or captivation with an experience or content, while it is happening. Yeah, that's right - we measure how your audience or consumers are responding to an experience in REAL-TIME! No more worrying if you're getting biased feedback, and no more need to test in a controlled lab!
Academic research from the founders and other neuroscientists have identified two key elements to neurologic immersion: attention to the experience and emotional resonance. When immersion is high, consumers’ brains are tagging the experience or content as valuable and worth storing in memory for later use. It turns out that this tagging and memory storage is SUPER IMPORTANT!
In fact, our research has shown high levels of immersion correspond to a greater likelihood of meaningful behaviors (e.g., purchases, website visits, social sharing, content streaming, etc.). That's right - we aren't just telling you that you need higher immersion, it's been repeatedly shown that content and experiences with higher immersion yields more of the behaviors you've been trying to drive. By measuring and reviewing the Immersion output, YOU can adjust products, experiences, digital content, and whatever else to maximize your content or experience impact, memorability, reach. Say "HELLO!" to a super simple method to determine your audience’s emotional connection and engagement!
The Key Algorithm: Attention + Emotional Resonance = Immersion
The system measures activity in the nerves that control the heart, and this activity is directly correlated with signals from the brain, which allows us to quantify the neurologic responses to any kind of experience. We capture this with fitness sensors and smartwatches (see here for supported devices) that Immersion has found to be reliable for continuous monitoring. Immersion-supported devices and sensors are picking up cardiac activity using a technology called photoplethysmography, or PPG. These sensors let us derive subtle changes in your heart and vagus nerve activity.
Our algorithms convert neural signals into predictors of decisions and actions (not simply intentions or feelings). Pretty cool, eh?
Our Immersion measure is output as a value between 1-100, with higher values indicating better performance. The platform automatically color-codes the Immersion score as green, grey, or red to help you easily understand the overview metric. The immersion score has a global norm of 50, meaning that's the average for all the content we've ever measured. In the 'Report Card' tab, you are also provided industry norms based on the category of the experience, so you can compare your experience metrics to average immersion for similar kinds of experiences. You will also see your own average for that category, meaning you have 3 total anchors to compare against!
Additionally, in the 'Second-by-Second' tab, you are provided a map of high and low points in Immersion. Significant peak points in Immersion are indicated by green circles - these points correspond with better long-term recall. You can also easily see the low moments of Immersion, which are indicated by red circles - these are points where your audience tuned out and are not absorbing the information presented, meaning they won't remember any important messaging shared during this time. So, if you want something to stick, make sure it's happening when Immersion is at a peak moment!
What do these metrics mean, you ask? Ahh, we like to get nerdy too! To help you picture what different immersion and psychological safety scores mean, we have created different categories. Higher immersion scores indicate better performance and greater participant engagement with the content. Higher psychological safety scores indicate greater levels of safety and comfort in the given environment.
Scores for immersion can range from:
Captivated: 91-100 😄
Absorbed: 66-90
Interested: 36-65
Indifferent: 11-35
Tuned Out: 1-10 😴
Psychological safety scores can range from:
Zen: 86-100 😌
Very Safe: 66-85
Safe: 36-65
Unsafe: 16-35
Very Unsafe 1-15 😧
Want to learn more about getting insights from your data? Check out this rad article!
Have more questions about Immersion? Please contact your Customer Success representative, or reach out to: