Mixed Reality
Why does a virtual place feel so real?
Because the mind builds a sense of place from how the world responds to us. When a scene follows our head and body and its events make sense, we feel present and respond as if it were real, even though we know it is not. A review of 83 studies found that tracking movement, depth and a wide view matter most. People also come to feel a virtual body as their own, tend to act like their avatar and remember immersive scenes better than flat video.
What the report found
- Mixed reality is moving into everyday life. Dubai's Metaverse Strategy aims to support 40,000 virtual jobs within five years of its launch, and the Museum of the Future welcomed more than 2 million visitors in its first two years.
- Presence is the core of the experience. People respond to a virtual place as if it were real when it feels like being there and its events seem to be happening. A review of 83 studies found that movement tracking, depth and a wide field of view do more for presence than sharper pictures.
- A virtual body changes how people act. People quickly feel a virtual body as their own and tend to act in line with their avatar. A review of 46 experiments found this Proteus effect consistent, of small to medium size.
- Virtual try on helps most where shoppers are unsure. Seeing a product on one's face or in one's room raises enjoyment, ownership and confidence. In data from one large retailer, trying on virtually was linked to higher sales for less popular brands, pricier products and new customers.
- Virtual experiences are remembered as experiences, and comfort can be designed. Immersive scenes tend to be remembered better than flat video. Comfort depends on content, movement and session length, and well designed sessions of about an hour suit people used to the equipment.
What is inside
- What is new
- What older research tells us
- What early studies suggest
- What nobody knows yet
- Questions worth watching
Plus an evidence maturity map, the Museum of the Future in figures, a scenario grid, a list of signals to watch and five tests for a mixed reality experience that respects the people it serves.
Who it is for
For designers of immersive experiences and virtual try on, retailers, educators, cultural venues, marketers, and anyone curious about why virtual places feel real.
How we work
Frontier Reports separate what is established from what is emerging and what remains untested. Every claim is graded, and where researchers disagree, as they do on whether more immersion always means a better experience, both sides are set out before we say where we stand.
Cite this report
The Why We Project (2026) Mixed reality: Presence, avatars and the virtual self. Frontier Report No. 20. Dubai: Why We Tech Ltd. Available at: thewhyweproject.com