NEWS22 June 2010
SWEDEN— Tobii has designed a pair of glasses equipped with eye-tracking technology that they claim will allow researchers to gain a greater level of insight into consumer behaviour while their subject is in a natural environment.
The glasses have been designed to “look and feel like a regular pair of glasses” and Tobii said that a lack of related equipment or cameras and mirrors in the field of vision means that wearers behave more naturally when wearing them. In turn, the firm said, this leads to better quality data.
Tom Englund, EVP of analysis solutions at Tobii, said: “The application of this product to provide insight into human behaviour can include anything from understanding buyer preferences, learning about gaze in operating mobile devices, playing sports driving or operating machinery.”