In the dynamic field of psychological research, measurement plays a crucial role in ensuring the accuracy and reliability of research outcomes. As experimental psychology evolves, researchers are constantly striving to discover innovative approaches and methodologies to study psychological phenomena and overcome measurement-related obstacles. This Research Topic aims to shed light on what is new in the evolving landscape of experimental psychology by delving thoroughly into innovative measurement strategies, techniques, and paradigms. It serves as a platform for researchers to share their experiences, successes, and challenges in their quest for innovation.

The motivation for seeking new experimental paradigms and innovative ways of collecting data often stems from the limitations of the existing ones and/or because of the complexity of the phenomena. For instance, by employing cross-modal measurement paradigms to overcome the impossibility of measuring the entity of certain illusions, or by employing non-traditional experimental setups, such as videogames, to collect significant behavioral data. Moreover, researchers often come across intriguing cases where they apply well-known phenomena to study different domains. For instance, employing the Uznadze haptic after-effect, initially related to tactile perception, to investigate eating disorders exemplifies the interplay between different psychological constructs. Another example involves a novel illusion paradigm to further study personality traits. Such creative measurement applications expand research horizons and provide fresh insights into the complexities of human behavior.

Among the focal points of this Research Topic, but not limited to, are:
• Identifying and adopting more participant-friendly and efficient measurement tools and paradigms to improve participant performance and, consequently, data quality.
• Delving into novel applications of established paradigms adapted to study different domains.
• Improving data reliability in online experiments requires addressing reliability issues. What are the strategies that researchers can implement to achieve this goal?
• Exploring innovative applications of utilizing mobile apps and wearable devices to collect real-time data on participants' behavior.
• Investigating innovative solutions to study human behavior within virtual reality settings.
• Surveying the ethical implications of employing innovative measurement practices and formulating guidelines for responsible research conduct.

We invite original papers on new research paradigms and related challenges in experimental psychology. High-quality research and rigorous peer-reviewing will ensure validity. Including figures, graphs, and multimedia content is encouraged for greater impact. This Research Topic provides an exciting opportunity to explore cutting-edge experimental practices, promoting better knowledge for enhanced psychological study accuracy and rigor.

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Frontiers in Psychology

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