Media Research

Due to the increase in media choice, selecting the ‘right’ medium is complex and important. This is all the more true when you consider that we often do not get more money or time to spend on media. That is why we study the added value and experience of new digital media compared to traditional media.

Our Media programme focuses on Digitally Enhanced Realities (DER). These are new forms of human interaction in media environments designed with games, big data, simulations, robotics and Artificial Intelligence (AI). In our CRADLE lab, the next generation of digital media and game products and services are designed and created.

Media research focuses on Virtual, Augmented and Mixed Reality (VR/AR/MR). The goal is to help brands to realise a digitally enhanced reality strategy based on media context connectivity. As media budgets are not on a par with the rise of new digital media, such as VR and AR, it is important but also difficult for brands to make the right strategic choices. Creating and testing digital media concepts from the concepts of ‘context’ and ‘experience’, we optimise connection and engagement with audiences that (do not) move across different media platforms. We want to know how we can create and measure engaging user experiences in Digital Enhanced Realities (VR, AR & MR) and how they compare with experiences in more traditional media.

Featured projects

VPSN

Researching how to teach pre-production and deliver hands-on experiences with virtual production technologies.

DIGIREAL-XL

Digital Realities as Key Technology for Socio-Economic Transitions.

VIBE

Virtual Humans in the Brabant Economy (VIBE) works on the development of virtual people (Avatars), which are used for training in health care.

RECOVRY

New digital technologies, such as Virtual Reality (VR), provide potential adjuvant treatment possibilities for AUD patients.

Chronosphere

A unique testing ground where the creative sector and education work together to better understand the possibilities around volumetric video capturing.

VR Emergency

Create and test a Virtual Reality emergency trainer that is able to optimise the abcde emergency training method for general practitioner students.

More research

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