{"id":56215,"date":"2019-07-31T10:00:02","date_gmt":"2019-07-31T14:00:02","guid":{"rendered":"https:\/\/www.wework.com\/ideas\/?p=56215"},"modified":"2020-09-03T05:53:03","modified_gmt":"2020-09-03T09:53:03","slug":"how-researchers-use-virtual-reality-to-capture-a-vibe","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/research-insights\/research-studies\/how-researchers-use-virtual-reality-to-capture-a-vibe","title":{"rendered":"How researchers use virtual reality to capture a \u2018vibe\u2019"},"content":{"rendered":"\n

Space is a powerful tool to foster engagement, inspire innovation, and drive productivity. But what exactly does an optimal space look like? In the <\/em>Science of Space<\/a><\/em><\/strong>, we explore how the science of intentional design can turn any work environment into a holistic experience.<\/em><\/p>\n\n\n\n

Our teams at WeWork are continually focused on improving our workspace experience. But how do you measure something as intangible as the feeling, or vibe<\/a>, of a space?<\/p>\n\n\n\n

For WeWork, the answer is by combining two very different pieces of cutting-edge technology: a pair of virtual reality glasses and a headset that measures brain waves.<\/p>\n\n\n\n

While looking through the glasses, study participants were shown 360-degree renderings of several different WeWork spaces, each with a distinct aesthetic. A space shown in Madrid was characterized by light wood floors and large windows with views of greenery; a space in Tokyo was similarly neutral, with a glass wall exterior. These spaces were shown in comparison to slightly darker spaces, such as a Dublin space with less natural light. Participants were asked to identify a space in each room where they could see themselves having a meeting, socializing with colleagues, or getting some work done.<\/p>\n\n\n\n\n\n

The futuristic headsets\u2014called mobile electroencephalography devices\u2014use tiny sensors to measure the participants\u2019 emotional response to each space. The EEG headset detected that people felt more relaxed in some spaces but more focused in others.<\/p>\n\n\n\n

\u201cWe don\u2019t want to just ask members whether or not they like our spaces; we actually want to quantify what the emotional experience is for the individual,\u201d says Annie Cosgrove, a senior design researcher<\/a> at WeWork who conducted the study.<\/p>\n\n\n\n

Her preliminary results, which the team released last year, show that spaces with more natural light and brighter finishes are associated with significantly higher levels of focus and interest.<\/p>\n\n\n\n

The study began with a design survey of WeWork members across 162 locations around the world who were asked how well certain adjectives\u2014such as active, stimulating, pleasant, <\/em>or beautiful<\/em>\u2014characterized their space. Cosgrove says the results of that study were enlightening.<\/p>\n\n\n\n

\u201cBecause design is subjective, the EEG headset was an exciting way to objectively measure emotional response,\u201d Cosgrove says. \u201cThis isn\u2019t mind reading; this is actual feedback, potentially, about individuals on what works for them and what doesn\u2019t.\u201d<\/p>\n\n\n\n

Cosgrove says that while this technology is new, it could eventually help the design team understand the effect of space on people in a more objective way.<\/p>\n\n\n\n

\u201cHaving a better understanding of how people react differently to different spaces can help us design spaces more attuned to people\u2019s needs,\u201d she adds.<\/p>\n\n\n\n

Claire Rowell, a workplace research lead at WeWork<\/a>, was one of several participants to experience this new technology for herself.<\/p>\n\n\n\n

\u201cIt was empowering to be on the inside,\u201d Rowell says of her experience wearing the headset and seeing her emotional responses on a computer screen. She became more aware of how her environment changes her emotions.<\/p>\n\n\n\n

\u201cI was experiencing a change in heart rate, in bodily rhythms,\u201d she says. \u201cEven if I don\u2019t realize it, everything I do is based on brain feedback loops. I can be more mindful of that having worn this headset.\u201d<\/p>\n\n\n\n

Making research fun and meaningful<\/strong><\/h2>\n\n\n\n

The fundamental research team isn\u2019t the only department at WeWork to use VR to improve the workplace experience.<\/p>\n\n\n\n

\u201cWe tested VR with a big healthcare company, and we had people walk through different WeWork environments and had them fill out a survey,\u201d says senior workplace strategy lead Stephanie Park. \u201cThey then filled out a survey on their current space and we saw what the difference [was] between how they rated WeWork space versus their current space.\u201d<\/p>\n\n\n\n

Park says VR makes it easier to understand how people react to a particular space.<\/p>\n\n\n\n

\u201cWe\u2019re making the research experience both fun for the user and meaningful for us,\u201d she says.<\/p>\n\n\n\n

Cosgrove says that one of the most useful parts of VR technology is the potential to improve productivity in the workplace. In addition to providing a pleasant work environment, WeWork\u2019s design researchers want to make sure they\u2019re providing the right setting for people to actually get work done.<\/p>\n\n\n\n

Cosgrove says VR could be especially useful when WeWork is designing space for large corporations through its services like Powered by We<\/a>. It will help them design environments that enhance productivity and collaboration.<\/p>\n\n\n\n

Bright aesthetic qualities like natural lighting and prominent greenery are things that designers know make a difference to people. But to be able to quantify that impact would allow companies to understand how design can create a better employee experience.<\/p>\n\n\n\n

Corporations often make decisions on behalf of thousands<\/a> of employees, which means it\u2019s hard to take into account the needs of individual employees. But Rowell says WeWork is helping to change this.<\/p>\n\n\n\n

\u201cThe power of the workplace is everyone coming together and being better as a result,\u201d says Rowell. \u201cIf we can use these emerging technologies to show the impact of design on an individual level, that could then extend to the group.\u201d<\/p>\n\n\n\n

WeWork offers companies of all sizes space solutions that help solve their biggest business challenges.<\/em><\/p>\n\n\n