In this explorative post, Dr. Kirsten Cowan, a dedicated researcher and educator at The University of Edinburgh’s Business School, delves into the transformative potential of Virtual Reality (VR) in classroom settings. With nearly a decade of experience studying VR’s applications across the business sector, Dr. Cowan discusses how this technology not only enhances traditional learning environments but also prepares students for real-world challenges. This post belongs to the Jan-March Learning & Teaching Enhancement theme: Engaging and Empowering Learning with Technology.
I’ve been immersed in virtual reality (VR) research for nearly a decade, and my conviction in its transformative potential for society continues to grow. First, and foremost, just to give you some context, VR is an immersive technology that places individuals in a synthetic world, sometimes mimicking the properties of the actual world. VR’s successful applications range widely: in healthcare, it trains doctors and nurses on complex medical procedures; in the defence sector, it prepares soldiers for the intense realities of combat; and in retail, it enhances employee training across numerous operational areas. With such versatile and effective applications, the pressing question remains: why does the educational sector lag in harnessing VR’s full potential?
Attending VR conferences has been a fascinating experience, particularly as these events highlight VR’s diverse applications across industries. At one conference, we experienced a compelling VR simulation: a company executive was interviewing a candidate for a board of directors position. During the interview, the executive inappropriately touched the administrator, who was taking notes, by sliding his hand across her shoulders. This subtle action caused her to grimace and offer a half-smile awkwardly. Following the simulation, all attendees were prompted to discuss what we had just witnessed. Initially hesitant, we eventually engaged in a meaningful discussion about the nuances of sexual harassment depicted in the scenario.
Such experiences underscore VR’s potential as an educational tool. In academic settings, while we often discuss hypothetical scenarios of workplace harassment, students don’t always grasp the reality of these situations. VR offers a powerful means to immerse students in scenarios that are otherwise challenging to visualise through traditional videos or theoretical discourse. By bringing such abstract concepts to life, VR not only enhances understanding but also prepares students to handle similar real-world situations more effectively.
The course I teach, Interactive Retailing, typically steers clear of controversial or particularly distressing topics. While we might occasionally delve into the darker aspects of consumer behaviour, such as the frenzied violence seen on Black Fridays, our primary focus lies on exploring the impact of VR within the retail industry. We discuss how VR technology is transforming retail from a practical standpoint rather than dwelling extensively on retail theories. However, the underlying principles of retailing—customer engagement, experience design, and behavioural insights—are consistently emphasised, illustrating how VR can enhance understanding and application of these core concepts in a modern retail context.
During Week 9, which is dedicated to immersive technology in retailing, students are greeted with a VR headset as they enter the classroom. As the session begins, they each engage in a virtual retailing experience. Our past virtual excursions have ranged from visiting cat cafes and fashion shows to exploring museums. Most recently, we embarked on a virtual tour of the Lagavulin distillery on Islay. Following this five-minute immersive journey, I encourage a discussion by asking the students about their experiences and perceptions, particularly questioning if they felt as though they were truly present at the distillery. This feedback is crucial for understanding the effectiveness of VR in creating a realistic and engaging learning environment.
During our class feedback session, one student shared on Mentimeter, “I found it incredibly interesting and enjoyable, yet I was always aware that I remained in the classroom.” In stark contrast, another student reflected, “It felt as though I was genuinely touring the distillery in person.” These diverse responses spurred a rich discussion around the pivotal theories and concepts of VR, such as immersion and telepresence. While immersion might make you feel connected to the experience, it doesn’t necessarily equate to telepresence, where you feel as if you’ve physically travelled to another location.
This distinction led us away from conventional topics like VR’s appeal to consumers and its influence on brand perceptions and towards a deeper exploration of the students’ personal experiences with immersion and telepresence. Although these concepts often confuse even seasoned academics, real-life examples provided through VR help clarify these ideas. By engaging first-hand with VR, students are able to appreciate and articulate the subtle differences between being merely engaged and feeling genuinely transported, thus making these complex VR concepts more tangible and understandable.
The characteristics of VR—such as realism, immersiveness, and telepresence—are what render educational content profoundly impactful and highly convincing to consumers. These elements enable students to engage in experiences that extend beyond traditional learning methods, deeply enhancing comprehension and recall.
So, what are the essential lessons learned from integrating VR into my classroom? And how can VR be effectively employed in educational settings?
Educational Benefits of VR:
- Accessibility: Makes hard-to-reach experiences accessible.
- Engagement: Bridges theory with practical application.
- Memory Retention: Enhances retention compared to traditional media like videos.
- Versatility: Useful across various educational disciplines.
Up until now, this blog has explored current applications of VR in classroom settings. Yet, the possibilities for the future are truly boundless. For example, future academic modules could transform traditional small group tutorials into personalised, individual VR experiences, where a concise 10-minute immersive session might deliver as much educational impact as a traditional hour-long tutorial. Moreover, as VR technology continues to advance, it may enable students to participate in these immersive tutorial sessions remotely from their homes. Such focussed sessions could foster team collaboration in an innovative format and enhance global participation.
These scenarios are not just imaginative forecasts—they represent real, achievable future applications of VR in education. The potential for VR to revolutionise the learning environment is immense. As we continue to integrate VR into educational settings, it promises to enrich learning experiences significantly, making education more interactive, engaging, and accessible than ever before.
Kirsten Cowan
Dr Kirsten Cowan is a Senior Lecturer in Marketing in the Business School. She has been working at The University of Edinburgh for the past six years, teaching mostly undergraduate students. Her research explores how immersive technologies can influence consumer decision-making by changing the way that people think and remember. This research has led to the creation of a book entitled ‘The Reality of Virtuality’ and several articles published in top marketing journals. Her research has also led her to integrate virtual reality in the classroom to facilitate student learning. She has a PhD from The University of North Texas.
