Commissioned by Digital Catapult, researchers at Nesta and i2 Media Research - a company spun out of Goldsmiths University of London - have been working to address these questions. To this end, we have conducted a lab experiment with 84 participants, giving them pre-and-post experience surveys with two pieces of virtual reality content, along with a follow-up survey after two weeks, in order to try and uncover more about their experiences and reactions to the content. Our survey instrument combines questions from consumer psychology and cultural economics.