Making Science of the Metaverse and eXperimental Realities.

Welcome to the XRLab@MCM!

At the eXperimental Reality Lab at the University of Münster’s Marketing Center, we study the implications that the newest generation of virtual and augmented reality devices and software has for firms, consumers, and society, and do so with rigorous and powerful scientific methods.

We believe that these technologies carry the potential to fundamentally transform many facets of our lives and societies, including how we work and how we spend time with friends, and that they can impact the world in a way that few innovations have done over the last decades.

At the XRLab@MCM, we are driven by the desire to explore the powers of virtual and augmented reality as well as their implementation barriers, contributing to a rich and sound understanding of these technologies and their place in our world.