<?xml version="1.0" encoding="UTF-8"?><ns2:project xmlns:ns1="http://gtr.rcuk.ac.uk/gtr/api" xmlns:ns2="http://gtr.rcuk.ac.uk/gtr/api/project" xmlns:ns3="http://gtr.rcuk.ac.uk/gtr/api/fund" xmlns:ns4="http://gtr.rcuk.ac.uk/gtr/api/person" xmlns:ns5="http://gtr.rcuk.ac.uk/gtr/api/project/outcome" xmlns:ns6="http://gtr.rcuk.ac.uk/gtr/api/organisation" ns1:created="2026-06-03T15:52:43Z" ns1:href="http://gtr.ukri.org/gtr/api/projects/20A4A261-A824-44DB-ABDA-ADED923F383C" ns1:id="20A4A261-A824-44DB-ABDA-ADED923F383C"><ns1:links><ns1:link ns1:href="http://gtr.ukri.org/gtr/api/persons/761BFC65-7946-44B5-99D8-095E7192ED12" ns1:rel="PM_PER"/><ns1:link ns1:href="http://gtr.ukri.org/gtr/api/organisations/BD43DFD8-B25E-430D-A7AB-901024B59517" ns1:rel="LEAD_ORG"/><ns1:link ns1:href="http://gtr.ukri.org/gtr/api/organisations/BD43DFD8-B25E-430D-A7AB-901024B59517" ns1:rel="PARTICIPANT_ORG"/><ns1:link ns1:end="2022-03-30T23:00:00Z" ns1:href="http://gtr.ukri.org/gtr/api/funds/87AB3BBB-E37E-4EEE-95AA-202F184C0305" ns1:rel="FUND" ns1:start="2021-09-30T23:00:00Z"/></ns1:links><ns2:identifiers><ns2:identifier ns2:type="RCUK">10013545</ns2:identifier></ns2:identifiers><ns2:title>HX Lab - Marketing and VR Technology</ns2:title><ns2:status>Closed</ns2:status><ns2:grantCategory>Responsive Strategy and Planning</ns2:grantCategory><ns2:leadFunder>Innovate UK</ns2:leadFunder><ns2:abstractText>Applying HX Lab Neuroscience Technology in the marketing and video game sectors, alongside emerging technology such as VR and AR. Our technology creates distinctive neuroscience data from unique situations.</ns2:abstractText></ns2:project>