NEWS22 June 2010

Tobii promises ‘more natural’ research with eye-tracking specs

Europe Technology

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.”

James Verrinder

Europe Technology

@RESEARCH LIVE

4 Comments

James Breeze

14 years ago

Here's the new Glasses vid! http://www.youtube.com/watch?v=jmwk4ItOwOk

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Ian Addie, Nunwood

14 years ago

Interesting development, but given the requirement for IR markers to be positioned on the target fixture how practical is this technology as a solution for application in REAL retail environments?

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Rasmus Petersson

14 years ago

Hi Ian, You can definitely use our Glasses without markers, the IR markers are used to easier and faster aggregate large amounts of test subjects data. We will offer two versions of Glasses, one with IR marker functionality and one without. Hope this helps. Rasmus Regards Rasmus

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Jon Ward

14 years ago

Hi Ian, one of our customers just completed a real user study with the glasses at some of the largest supermarkets in the UK. The markers are designed to be located in key areas of analysis - not the entire - and as they are about 2cm by 1cm they are small and discreet. They have a range of 2m so work ideally at the decision stage of a purchase and also the approach to a fixture. We are demoing them to you guys at Nunwood in the near future - you can see them then and also ask any questions that may arise.

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