New immersive sensory fusion using the SenseVirtual Augmented Virtuality system: revolutionising sensory through augmented virtuality and marketing 6.0 principles
The application of immersive technologies to reproduce contextual cues in sensory evaluation and consumer studies is trending in food science and marketing. However, implemented systems present limitations, hindering their realism/immersion, self-presence, data collection and scalability. This work presents the development of a disruptive and unique Augmented Virtuality system (SenseVirtual), integrating real and virtual environments, suitable to perform large-scale sensory and consumer tests with high immersion and realism and user-friendly communication and data collection.
In this validation study, a panel of consumers simultaneously evaluated three food products (grilled sausage, mayonnaise, orange nectar or beer) in two sessions: at the sensory booth (lab) and with the SenseVirtual system (sports bar environment, 8K 360° video). In the latter, real-time data collection was supported through API-synchronized questionnaires on consumers' mobile devices, with audio prompts delivered through the Varjo XR-4 head-mounted displays, while free comments were recorded through voice feedback.
Over 90% of participants on the SenseVirtual system reported ease in manipulating and consuming the samples (presenting levels similar to lab evaluations), understanding audio prompts, and making audio commentaries. Furthermore, answering questionnaires on mobile devices had 74% positive answers. The SenseVirtual system received a grade A on its System Usability Scale (SUS, Cronbach’s α=0.822), and both the ‘Efficiency’ and ‘Satisfaction’ (VR Usability) had an A+. Presence dimensions (Physical, Social, Self) and Sensory Awareness, were positively evaluated by over 80% of participants. The developed SenseVirtual system presents a significant scientific and industrial innovation, offering an opportunity to increase large-scale sensory evaluations' ecological and external validity.
Keywords: Mixed reality; Immersiveness; Contextual Research; Internet of Things
Acknowledgements: J.P. Marques and B. Barbosa acknowledge PhD Scholarships in Non-Academic Environments funded by national funds through FCT—Foundation for Science and Technology, I.P. (DOI: 10.54499/2023.03845.BDANA and 10.54499/2023.03467.BDANA). J.C. Ribeiro acknowledges a Doctoral Researcher contract supported by the “VIIAFOOD” agenda (PRR, Notice no. 02/C05-i01/2022), project C644929456-00000040, for the R&D project “HIT-C—High Integration Technology for Consumer Insights.” The authors also acknowledge support from the same “VIIAFOOD” agenda for this project. Finally, the authors J.P. Marques, J.C. Ribeiro, L. Baião, B. Barbosa, C. Rocha, and L.M. Cunha are thankful for the national funds through FCT, under the unit UID 05748: GreenUPorto – Centre for Research in Sustainable Agri-Food Production.
Publish date 2025-08-18
Author(s) João Pedro Marques; José Carlos Ribeiro; Rui Costa Lima; Luís Baião; Bruna Barbosa; Célia Rocha; Luís Miguel Cunha
