DEXLab

🎉 Congratulations to our visiting researcher Dr. Alexander Kies on defending his PhD at RWTH Aachen University — with the highest distinction! 🏆 Alex's dissertation includes 4 innovative papers on #BrainComputerInterfaces (BCIs) in #service — two published, two under review. We’re proud of the great collaboration between Alex, Stefanie Paluch and DEXLab researchers Tim Hilken and Jonas Heller 🟥 with data collected at Maastricht University School of Business and Economics. This effort highlights the impactful work of our #biometrics research group at DEXLab, co-led by Sammy Floyd Wals.

DEXLab equipment in the wild: Stefan Bos on the Annual Conference on Tackling Problematic Debt On December 12, we had the privilege of hosting a session at the Annual Conference on Tackling Problematic Debt (APS) in Utrecht. This conference is a key event for professionals tackling financial stress in the Netherlands, and it brought together policymakers, debt relief experts, and innovators in one place. Our session focused on an immersive approach: using Virtual Reality (VR) to foster empathy and understanding about the challenges of living with financial stress, and it was immediately fully booked before the conference even took place! Participants experienced the VR scenario that highlighted the constant decision-making dilemmas, external pressures, and emotional toll those in debt face. The session encouraged reflection, with attendees sharing insights on how VR provided a more impactful perspective than traditional learning tools. Concluding with a group discussion, the session underscored VR's value in fostering empathy, understanding the complexities of financial hardship and shaping innovative approaches to tackling debt-related challenges. BISS - Brightlands Institute for Smart Society Maastricht University Maastricht University School of Business and Economics Maastricht University SBE Marketing and Supply Chain Management (MSCM)   #TechnologyTrends #AI #VR #AR #Innovation #DEXLab #MaastrichtUniversity #UMSBE #FutureTech

Can 𝐕𝐑 bridge physical distance challenges in education? DEXLab intern Andrea Ferruzza, along with Christian Jansen and Lukas Büssing, are showing it can! As a hub for education innovation, DEXLab equipped this dynamic team to tackle physical distance barriers in learning. At Maastricht University's 'Cases in Management Information Systems' course, the trio explored VR's potential to enhance learning across geographical boundaries. Andrea, based in Italy, collaborated seamlessly with Christian and Lukas in Maastricht using MeetingVR with Meta Quest 2 headsets. Together, they delivered a company case study presentation, engaged peers in discussions, and proposed solutions—all in a shared virtual room. 𝐊𝐞𝐲 𝐇𝐢𝐠𝐡𝐥𝐢𝐠𝐡𝐭𝐬: • Andrea led remotely from Italy, utilizing VR for segments requiring minimal interaction. • Christian and Lukas facilitated live discussions with classmates in the classroom. • Desktop access enabled peers without headsets to participate. Challenges: Despite Wi-Fi disruptions, software glitches, and limited VR headsets, they showcased how VR transforms education into an engaging, interactive experience, proving that obstacles can inspire innovation. This project shows how immersive technology can make education more engaging and collaborative, offering new ways to connect and learn. Read our full blog post here: https://lnkd.in/eRr6k4nu How have you used VR to innovate learning or work? Let us know! Maastricht University SBE Marketing and Supply Chain Management (MSCM) Maastricht University School of Business and Economics Maastricht University #VirtualReality #EducationInnovation #FutureOfLearning #DEXLab #MaastrichtUniversity #UMSBE #VR

This week, together with Dominique Meyers from EDLAB – Maastricht University Centre for Teaching & Learning, the DEXLab team —including David Grigorjan, Jonas Heller 🟥 , and Andrea Ferruzza—held a hands-on workshop on storytelling. Organized through UMIO | Maastricht University for our Maastricht University controllers, the event explored the power and techniques of storytelling and how VR can redefine the way we share and experience stories. All 34 participants tried out the Meta Quest 3 headset and experienced VR for themselves. It was great to see their reactions as they stepped into the Anne Frank House in VR and felt the emotional impact of hearing her story in such an immersive way. The VR experience really brought the narrative to life in a way that traditional media just cannot match. Additionally, participants had the chance to improve their presentation and speaking skills through multiple VirtualSpeech training sessions, which is just one of the many ways in which VR can help train important storytelling skills. Are you curious about how VR can elevate your storytelling techniques, or do you want to try out VR for yourself? Connect with us at DEXLab! Send us an e-mail at sbe-dexlab@maastrichtuniversity.nl 📩 Maastricht University SBE Marketing and Supply Chain Management (MSCM)  UMIO | Maastricht University  Maastricht University School of Business and Economics #VirtualReality #Storytelling #Innovation #DEXLab #MaastrichtUniversity #VR  

Christmas dinner time is approaching, and the DEXLab crew celebrated early last night. Our team with David Grigorjan, Martyna P., Andrea Ferruzza, Roberta Di Palma, Tim Hilken, Jonas Heller 🟥 and the digital twin from Dominik Mahr enjoyed a lovely dinner at Noon in Maastricht. We tried to not discuss work for once simply enjoyed a good night out! Maastricht University School of Business and Economics Maastricht University SBE Marketing and Supply Chain Management (MSCM)

We had the pleasure of hosting Dipayan Biswas from University of South Florida at the DEXLab to discuss the role of XR in marketing and services. Roberta Di Palma shared insights from her first two projects focusing on the role of Virtual Reality (VR) in education and training, reflecting on the role of different forms of feedback, presence, and learning outcomes. We brainstormed how to take this learning and put it into a marketing and service context. Thank you Dip for the fruitful discussion and good career advice for our current PhD candidate(s).

Yesterday, Tim Hilken & Jonas Heller 🟥 presented during Let's Talk About Service (LTAS) 2024 pre-conference workshop with the theme 'Finding the sweet spot of your research impact'. We discussed immersive technologies (AR & VR) in services, shared learnings, DOs and DONTs from publishing technology-related findings in service journals, and had Roberta Di Palma, Stefan Bos & Alexander Kies present their data collection experiences with VR and BCI devices. It was a great start of LTAS 2024 in Maastricht!

🎓 𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐕𝐢𝐫𝐭𝐮𝐚𝐥 𝐑𝐞𝐚𝐥𝐢𝐭𝐲 𝐢𝐧 𝐇𝐢𝐠𝐡𝐞𝐫 𝐄𝐝𝐮𝐜𝐚𝐭𝐢𝐨𝐧: 𝐋𝐞𝐚𝐫𝐧𝐢𝐧𝐠𝐬 𝐟𝐫𝐨𝐦 𝐀𝐈𝐌 DEXLab encourages and embraces the implementation of emerging technologies like VR in education. Together with Daria Wijler (Lagutaeva) and Ingo Verhulst, who led the implementation of VR in the course Management Information Systems, we reflect on the experience and summarize a few learnings that are worth sharing. 📚 𝐖𝐡𝐚𝐭 𝐖𝐞 𝐋𝐞𝐚𝐫𝐧𝐞𝐝: • 𝐒𝐭𝐚𝐫𝐭 𝐄𝐚𝐫𝐥𝐲: The process of integrating VR requires more preparation time than traditional teaching methods. Allow ample time for testing applications, creating detailed instructions, and addressing potential technical issues. • 𝐄𝐱𝐩𝐞𝐜𝐭 𝐭𝐡𝐞 𝐔𝐧𝐞𝐱𝐩𝐞𝐜𝐭𝐞𝐝: Technology evolves rapidly, and features (or apps) you plan to use might change. Building flexibility into your lesson plans helps accommodate unexpected updates or technical challenges. Our experience with Meta Workrooms' whiteboard feature removal taught us the importance of having backup plans. • 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐞 𝐌𝐚𝐤𝐞𝐬 𝐏𝐞𝐫𝐟𝐞𝐜𝐭: Initial sessions might face some hurdles, but subsequent implementations typically run much more smoothly as both instructors and students become more comfortable with the technology. Bringing VR into a traditional curriculum is not just about adopting new tools, it is about rethinking how we teach. From hardware limitations to creating meaningful content, the journey is ongoing. Looking ahead, we aim to refine our approach and continue exploring how immersive technologies can make education more impactful and inclusive. 🔗 For a deeper dive into our experiences, read the full blog post here: https://lnkd.in/ek38THTU   We would love to hear from you. What are your thoughts on using VR in education? Maastricht University School of Business and Economics Maastricht University Alexander Brueggen #DEXLab #MaastrichtUniversity #UMSBE #InnovationEducation #VirtualReality #VR #AIM

🌐 𝐀 𝐓𝐚𝐥𝐞 𝐨𝐟 𝐓𝐰𝐨 𝐑𝐞𝐚𝐥𝐢𝐭𝐢𝐞𝐬: 𝐏𝐫𝐞𝐬𝐞𝐧𝐜𝐞 𝐚𝐧𝐝 𝐈𝐦𝐦𝐞𝐫𝐬𝐢𝐨𝐧 𝐢𝐧 𝐀𝐑/𝐕𝐑 Ever wondered about the magic behind Augmented and Virtual Reality experiences? 🤔 At the DEXLab, we have been investigating how Augmented and Virtual Reality shape user experiences through our ongoing research projects. Our latest findings highlight two critical concepts that define immersive experiences: 📍 Immersion: The Foundation of the Experience  • Sensory fidelity  • Interactivity  • Contextual integration  • Field of view and responsiveness 🧠 Presence: The Psychological Experience  • Self-location  • Action possibilities Through our experimental studies at the DEXLab, we have observed how technologies like 𝐀𝐩𝐩𝐥𝐞 𝐕𝐢𝐬𝐢𝐨𝐧 𝐏𝐫𝐨 and 𝐌𝐞𝐭𝐚 𝐐𝐮𝐞𝐬𝐭 3 are pushing these boundaries further. Our research aims to understand how these elements contribute to effective AR/VR experiences in both business and educational contexts. 👉 Curious to read more? Read the complete blogpost that breaks down these concepts:  https://lnkd.in/ecsr5Sqn What are your thoughts on AR/VR? What is more relevant for you? Being fully immersive or feeling presence? Maastricht University SBE Marketing and Supply Chain Management (MSCM) Maastricht University School of Business and Economics Maastricht University #VR #AR #VirtualReality #Immersive #AugmentedReality #MixedReality #Research

DEXLab at RWTH Aachen University! Thrilled to have Tim Hilken deliver a guest lecture on Augmented & Virtual Reality as part of the 𝐒𝐞𝐫𝐯𝐢𝐜𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 course organized by Sammy Floyd Wals (former DEXLab colleague and visiting researcher) and Daniel Wentzel, Chair of Marketing at 𝐑𝐖𝐓𝐇. The lecture explored the transformative role of AR and VR in service marketing, combining strategic insights with hands-on experiences using the Apple Vision Pro and Meta Quest 3. We’re proud to support the next generation of marketers by bringing cutting-edge technology and expertise to the classroom! #DEXLab #AR #VR #Innovation #ServiceMarketing #MarketingEducation