Rikei Corporation (Head Office: Shinjuku-ku, Tokyo; President & CEO: Satoru Isaka; hereinafter “Rikei”), is pleased to announce that it concluded a brain science advisory service agreement with NeU Corporation (Head Office: Shinjuku-ku, Tokyo; Chief Executive Officer: Kiyoshi Hasegawa; hereinafter “NeU”) to commence the VR content development service focusing on brain activity measurements during a VR experience. The service includes eye gaze tracking of VR users based on HTC VIVE’s high-precision eye tracking system provided by HTC Corporation.

NeU is a joint venture established by Tohoku University and Hitachi High-Technologies Corporation. It develops hardware for the research market and offers solutions for marketing support based on the technology for visualizing brain activity by cerebral blood flow measurements with near-infrared spectroscopy (NIRS)(*1). Rikei has developed VR content for disaster drills and VR products and services for enterprises through joint development with many different organizations, such as Kobe City Fire Bureau and Hiroshima University.

(*1) Cerebral blood flow measurement with NIRS: Measuring changes in brain blood flow by mapping brain functions with near-infrared light irradiated on the scalp without hurting the body.

Brain activity measurement with VR

Overview of the service

Measurement and analysis of biological information during a VR experience, such as cerebral blood flow and skin potential activities(*2), enable sensitivity evaluation in a VR space and determination of the effects of VR.

Furthermore, the HTC VIVE Pro Eye VR system and its eye tracking technology allow you to precisely track eye movement and better analyze data.

Example of service 1: Automotive interior assessment

Increase efficiency of verification in Human-Machine Interface (HMI) development for vehicle cockpit design by freely changing the position, shape and/or color of interior elements within a car. This elimates the need to produce mockups, reducing cost.

Example of service 2: Verification of effectiveness of disaster drill content

Developers tend to have difficulty quantifying the effectiveness of VR disaster drill content. By employing brain activity measurements in the development process and at the completion of VR content, it will enable more effective content development. Additionally, it will enable a variety of analyses, for example, determining differences in thinking between skilled users and beginners based on differences in brain activity.

(*2) Skin potential activity: Index for the state of mental activity based on sweating. It enables the objective evaluation of the mental state, such as stress loads, including mental agitation and nervousness, and relaxation.

Comments by HTC NIPPON, President, Masakatsu Kojima

With the global market expansion and development of VIVE, it is our great honor to cooperate with Rikei Corporation and NeU Inc., in creating Brain Activity Measurement Technology with VR. With VIVE Pro Eye and its eye-tracking technology, researchers can gain insights about a driver’s performance and interaction. We can also uncover actionable insights about the user intent and decision-making processes and open the door to deeper data analysis.

Future development

Wider applications and greater potential can be expected from VR spaces when VR development introduces NeU’s viewpoints of brain activity measurement and HTC’s eye gaze tracking technology. Such efforts will generate deeper knowledge of optimal content design and UT design, leading to future provision of higher quality VR content.

About NeU

NeU is a joint venture established by Tohoku University and Hitachi High-Technologies Corporation. It develops hardware for the research market and offers solutions for marketing support based on technology for visualizing brain activity by cerebral blood flow measurements with near-infrared spectroscopy (NIRS).

About HTC

HTC aims to inspire the world as a global innovator with new, powerful products, solutions, and platforms in mobile computing and immersive experience technology. Since its foundation in 1997, HTC has delivered numerous prize-winning and industry-first products. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498).

URL: https://www.htc.com/jp/

About Rikei Corporation

Established in 1957, Rikei Corporation is a solution provider for the IT and electronics industries.

Rikei offers a wide variety of solutions centered on the world’s cutting edge technologies and advanced products in the fields of system solutions, such as entrance exam and educational affairs systems and IT infrastructure, business strategy, and information security solutions. It also provides network solutions, such as satellite communication data transfer systems, digital video transfer systems, network systems for telecommunication operators and other private companies, wireless access systems, and disaster management information systems. In addition to solutions, Rikei provides electronic components and devices, such as high frequency components, high performance adhesives for industrial use, testers for automotive audio and navigation equipment, power grid analysis systems, defense-related machinery and security systems. 

*Product and company names mentioned herein are the trademarks or registered trademarks of their respective owners.