Everybody says that user testing is important. But why? And why should you gather quantitative data? It is because of how strong embodied cognition is - a lot of decisions, troubles, and actions are perceived and processed on the unconscious level, meaning that users are often unable to report objectively on what worked and what didn't. More often quantitative user testing can only be achieved if the implantation of the tool is easy and quick to implement. This week, together with Robert Merki from CognitiveVR, we went one step further - we took a deep dive into 3D behavioral analytics.