Activities

ERRL has five operational pillars. These are:

Innovative Experimentation

ERRL provides a platform for cutting-edge research in VR and AR, enabling otherwise impractical experiments—such as studies on human behavior, perception, and interaction within virtual environments.

Interdisciplinary Research

The lab facilitates interdisciplinary research across business, psychology, technology, and design, such as studying the impact of virtual environments on decision-making processes or consumer behavior.

Technology Development and Testing

The lab serves as a testing ground for new VR and AR technologies, software, and applications, including the development of proprietary tools and collaborations with tech companies for pilot testing.

Data Collection and Analysis

The lab offers a unique opportunity to collect rich data on user interactions within VR/AR environments, enabling insights into behavior, preferences, and responses that traditional methods cannot capture.

The running of the ERRL as an experimental space is two-fold. First, the lab can support the development and the deployment of various research experiments and studies. Second, the lab has the capacity to run various types of teaching, simulation cases and training. Finally, the lab can be used for various other purposes, such as – for example – industry collaboration and community generation/gatherings.

Teaching and training

The lab is open to students from collaborating institutions, providing opportunities to study and participate in immersive, interactive learning experiences such as business scenario simulations, interactive case studies, and role-playing environments.