xrealitylab.com is a platform that provides research-driven insights on XR – that is, AR, VR, MR & co. We are not a news blog, we are a think tank. We summarize best practices, research studies and insights on how XR provides value to people, firms, and socities as a whole.

How disruptive is AR for Marketing?

In this article, we discuss four research-based propositions how Augmented Reality will disrupt existing marketing practices. Click here to learn more!


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VR for Research on Autonomous Vehicles

In this article, Sebastian Stadler discusses the usage of Virtual Reality to evaluate the usage of Human-Machine Interfaces (HMI) to compensate the missing communication between Autonmous Vehicles (AV) and pedestrians at zebra crossings.

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AR and VR in the Hospitality Industry: What you need to know

Dr. Danny Han summarizes latest research and industry observations about the challenges of AR and VR in the hospitality industry. Examples include ROI, technology readiness, user behavior, and so forth.

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Why we founded xrealitylab.com

Almost every day, we learn something new about how XR works, how it impacts consumers or how it can create value to users, companies, and societies as a whole. A lot of our research ends up in academic journals, conferences, or stay within our research institutions.

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XR – that is, Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), Assisted Reality (AsstR) and other related concepts will play a dominant role in future life. We strongly believe in XR as a mass market media. We expect a reality revolution. Not only companies, but also individuals, policy makers and – last but not least – companies need a deep understanding of XR.

Leading technology companies and innovative start-ups are making good progress in solving the last technological hurdles. Examples include: Tracking and mapping the real world. 5G. Efficient ways to develop AR or VR content. Activation of multi-user AR. Smaller, better, cooler and affordable Augmented Reality Smart Glasses (ARSGs) with a pinch of “Fashnology”. And so on.

xrealitylab aims to contribute to the development of XR by providing research-oriented insights into the non-technical aspects of augmented and virtual reality. We summarize the latest consumer research that shows how people perceive and use augmented reality. We explain complex behavioral research on psychological barriers and drivers as well as success factors. In short, we make managerially relevant XR research public. We are a think tank, a knowledge resource.

Authors of this blog are XR researchers from around the world who contribute to this website – alone or with their students. xrealitylab is currently at the University of the Federal Armed Forces Munich in the Chair of Digital Marketing and Media Innovation of Prof. Dr. Philipp Rauschnabel.

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Definition Augmented Reality & Virtual Reality

What is Augmented Reality (AR)?
A (new) Definition

What is Augmented Reality? How does it differ from Virtual Reality (VR) and Mixed Reality (MR)? And do consumers know the differences between the various forms of extended realities (XR)? In this article, we question some definitions, discuss alternative explanations and present the results of a consumer survey in the US.

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Research: Why Virtual Reality is not (yet) a mass medium

Virtual Reality Devices are affordable, quite mature and have been on the market for several years. The diffusion rates of ~1% are disappointing. Dr. Marc Herz from the strategy consultancy Kleinundpläcking discusses the results of a scientific study and shows the To Dos for the industry.

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Augmented Reality allows us to enrich our environment with virtual elements. Many augmented reality apps for the iPhone (iOS) and Android already show where the journey can take us. The Augmented Reality apps from Ikea, Pokémon Go or Harry Potter Wizzards United are prominent examples, but many other brands and suppliers of products are already using AR. In addition to Augmented Reality Marketing and AR Gaming, Augmented Reality is also used in industry. This allows companies to support their employees – e.g. in the warehouse, in production, in medicine or during maintenance work – in real time with virtual AR information. Augmented Reality glasses (also: Augmented Reality Smart Glasses, ARSGs, data glasses) are the next step. Examples are Meta 2, Microsoft Hololens, Magic Leap One, Google Glass. Virtual AR content is displayed directly in the user’s field of vision using See-Though displays.

The think tank of this site offers many possibilities to research research results on Augmented Reality. This also includes best practices, case studies, surveys, market analyses and expert opinions. AR scientists and AR practitioners contribute their opinions here. With Virtual Reality, users dive into a completely artificial environment. This requires VR glasses. Whether VR will prevail as a mass medium in the future is unclear. However, the statistics are optimistic. On this page we show possible reasons and case studies.
XR – AR, VR, MR. Ready Steady Go!