Imec-mict-UGent an interdisciplinary research group of imec and UGent, which consists of a highly motivated team of researchers who combine human and technological expertise, with a background in communication, psychology, sociology, engineering and design. Part of what we do is related to harnessing the power of immersive media (VR, AR & MR) to simulate and assess the user experience on different levels and in different contexts, through a range of subjective and objective measurements.