The IMMERSIVE-project examines the use and consumption of virtual technologies and content from the perspectives of users, developers and utilizers. The project focuses especially on questions such as how and why do people use and consume VR/AR/MR media content and how can companies be supported in their utilization and adoption of these technologies. The IMMERSIVE-project examines the multifaceted VR/AR/MR phenomenon with a wide set of methodologies and thus produces rich, effortlessly adaptable knowledge on the topic.