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The importance of emotions in service and in product design is well known.However, it is still not very well understood how users' emotions can beincorporated in a product or service lifecycle. We argue that this gap is dueto a lack of a methodological framework for an effective investigation of theemotional response of persons when using products and services. Indeed, theemotional response of users is generally investigated by means of methods(e.g., surveys) that are not effective for this purpose. In our view, VirtualReality (VR) technologies represent the perfect medium to evoke and recognizeusers' emotional response, as well as to prototype products and services (and,for the latter, even deliver them). In this paper, we first provide ourdefinition of emotion-driven services, and then we propose a novelmethodological framework, referred to as the Virtual-Reality-BasedEmotion-Elicitation-and-Recognition loop (VEE-loop), that can be exploited torealize it. Specifically, the VEE-loop consists in a continuous monitoring ofusers' emotions, which are then provided to service designers as an implicitusers' feedback. This information is used to dynamically change the content ofthe VR environment, until the desired affective state is solicited. Finally, wediscuss issues and opportunities of this VEE-loop, and we also presentpotential applications of the VEE-loop in research and in various applicationareas.

The Virtual Emotion Loop: Towards Emotion-Driven Services via Virtual Reality