Did you know that traditional video conferencing tools limit honest participant feedback in healthcare market research by up to 40%? When discussing sensitive health topics, creating a safe, anonymous environment becomes crucial for gathering authentic insights.

Introduction & Background

Basis Health, an award-winning international insight consultancy specializing in healthcare market research, sought to overcome the limitations of traditional 2D platforms like Zoom and Teams—especially when engaging participants on sensitive health topics. Their goal: create a virtual environment that fostered anonymity, comfort, and authentic engagement.

“We envisaged a virtual environment that would better imitate a real-world setting and where people ‘see’ each other whilst remaining anonymous.” – An-hwa Lee, Sr. Director, Basis Health

Basis Health staff showcase the future of qualitative research in the metaverse at the BHBIA workshop.

The Challenge

Traditional video conferencing tools often hinder honest feedback in healthcare research. Basis Health needed a solution that protected participant anonymity, encouraged open discussion, and maintained high engagement—particularly for sensitive subjects.

The Hyperspace Solution

Hyperspace delivered a transformative virtual research environment tailored to Basis Health’s needs:

• Immersive 3D Spaces: Custom-designed, interconnected environments replicating real-world settings for natural, comfortable interactions.
• Browser-Based Access: No downloads or installations required; accessible from any device, ensuring inclusivity and global reach.
• Personalized 3D Avatars: Full-body avatars with extensive customization, enabling anonymous yet expressive participation using gestures, moods, and social actions.
• Integrated Video & Audio: Seamless communication tools embedded within each virtual space.
• Gamification & Interactivity: Engaging tasks, interactive stimuli, and gamified elements to sustain participation and enrich data quality.

Video showcasing how the MootUp metaverse platform enables access to immersive experiences from any device.

Implementation

Hyperspace created six interconnected 3D environments, including three distinct workshop spaces and welcoming lobby areas. Participants received onboarding in the lobby, learned to navigate the platform, and then joined their designated workshop rooms. The intuitive avatar system allowed participants to express themselves naturally while maintaining anonymity.

“We really liked the space templates with the flexibility of amending and updating them as needed.” – An-hwa Lee, Sr. Director, Basis Health

Competitive Analysis

Unlike standard 2D platforms, Hyperspace offers:

• True-to-life 3D environments for immersive engagement
• No-download, device-agnostic access for maximum inclusivity
• Advanced avatar customization for anonymity and self-expression
• Integrated gamification to boost participation and data richness

These features set Hyperspace apart from competitors, providing a unique blend of accessibility, immersion, and participant comfort not found in conventional virtual meeting tools.

Virtual lobby in MootUp by Hyperspace for Basis Health’s metaverse research program.

Results & Impact

• Enhanced Engagement: Participants reported higher involvement and enjoyment compared to traditional platforms.
• Openness in Discussions: Avatar-based anonymity led to more honest and open conversations about sensitive healthcare topics.
• Innovative Research Methods: Gamified tasks and interactive stimuli were well-received, improving the quality of research findings.
• User Experience: Participants appreciated the intuitive platform, avatar creation, and interactive features like high-fives and hugs.

“I found it engaging because I can see all the participants in the same room and doing activities together… It was more comfortable to open up and engage in.” – Consumer, UK

Additional Testimonials

“Once we understood the basics of the platform it was quite straightforward to set up the world for our needs.” – Basis Health Team Member

“Most respondents felt comfortable expressing their honest opinions in this environment, which is important for market research.” – Basis Health Report

Basis Health workshop participant (avatar) interacts with a virtual whiteboard in MootUp’s 3D metaverse environment.

Conclusion & Future Outlook

Basis Health’s experience with Hyperspace demonstrates that immersive metaverse environments can transform healthcare market research—enriching discussions, fostering openness, and delivering deeper insights than 2D solutions.

“I believe that for a full immersive experience the use of VR headsets might need to evolve further and come down in cost considerably to allow market research respondents to use them.” – An-hwa Lee, Sr. Director, Basis Health

Ready to Elevate Your Research?
Book a consultation to discover how Hyperspace can transform your virtual research environment and unlock deeper participant insights.