Milano Bicocca University
PVA Highcare Project
The PVA method was employed in a study aimed at analyzing the psychological and neuropsychological profiles of healthy subjects exposed to extreme altitudes.
Participants in the HIGHCARE Himalaya expedition were subjected to an in-depth neuropsychological and psychodiagnostic evaluation.
The analysis of the scanpath and visual impact revealed shortcomings in some creative ideas that might have impeded accurate perception by the final consumer, potentially impacting brand equity.
Numerous cognitive aspects were studied using various tests (e.g., attention, eye movements, cognitive flexibility). Among these were the measurement of reaction times and eye movements using PVA, via the Tobii X50 eye tracker.
