Tobii Eye Tracking
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A presentation by Tomas from Tobii detailing the eye tracking market, where you can apply eye tracking and its value.
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Tobii Eye Tracking
- 1. A Tobii Technology Introduction & Presentation Beyond AdAsia2007, Jeju Island, Korea “ and How Tobii Eye Tracking could be used in Advertising” By Tomas E. Nilsson Area Manager – Asia / Pacific
- 2. Eye tracking started over 100 years ago Raymond Dodge’s Photochronograph (1871-1942) Delabarre’s Eye Tracker (1898) Edmund Huey’s Eye Tracker (1898)
- 3. Eye tracking has come a long way.... And has often been very difficult to use….
- 5. From being VERY intrusive and complicated ... (examples of other Eye Trackers used even today ! )
- 6. Tobii:ing VERY Simple and Easy!!! (And also with a very modern, sleek and nice Design!)
- 9. With Eye Tracking we can actually see what a person is thinking!
- 12. Tobii T/X Series Newly Launched Eye Trackers from Tobii Tobii T120 Tobii X120 Tobii T60
- 14. Eye Tracking is Applicable in many different Areas and Tobii is leading the way and will continue to do so
- 20. First fixation
- 22. Fixation order
- 23. Time to first fixation
- 24. Most fixations
- 25. Gaze Time
- 28. A typical example of a Gaze Replay from a Web Study
- 30. Simulated Environments for Behavioural Studies
- 38. Why Facial Coding Works …. Courtesy of Sensory Logic – from one of Dan Hill’s presentations
- 39. Combining Eye Tracking with Facial Coding can be a very powerful tool! Courtesy of Sensory Logic – from one of Dan Hill’s presentations
- 40. Tobii Studio Tobii Demo
- 41. Seeing it through the eyes of the beholder Here’s What Eye Tracking can show you
- 42. Seeing it through the eyes of the beholder First we record where and how people look at the Ad or the Commercial
- 43. Seeing it through the eyes of the beholder We can then Replay the way people looked at the Ad in a Gaze Replay
- 44. Seeing it through the eyes of the beholder You can even capture the persons facial expressions and combine it with the Gaze Replay
- 45. Seeing it through the eyes of the beholder Visualize where people looked at the Ad through Gaze Plots
- 46. Seeing it through the eyes of the beholder Visualizing it through Heat Maps
- 47. Seeing it through the eyes of the beholder Visualizing it through Gaze Opacity
- 48. Seeing it through the eyes of the beholder Visualizing it with the Bee Swarm effect Shows where everyone looked at the same time!
- 49. Seeing it through the eyes of the beholder
- 50. Seeing it through the eyes of the beholder Auto Cluster AOIs Areas of Interests
- 51. Tobii T/X Series A complete Eye Tracking Offering with a Pay-per-Use Concept
- 53. ForSight: Pay per use
- 57. Output from the eye tracker Text Export (left eye) 0 3,418 511,034 0,498 0,876 90 797 3 60 0 3,46 511,788 0,498 0,876 84 789 2 40 0 3,375 512,857 0,499 0,876 74 796 1 20 Validity (L) Pupil (L) Distance (L) CamY (L) CamX (L) GazepointY (L) GazepointX (L) Number Timestamp
- 60. Tobii T60 Eye Tracker (New!) User camera built-in to screen
- 64. Characteristics overview T60, T120 and X120
- 66. Comes in three (3) different Editions with a lot of nice features……
- 67. Simple and Basic Workflow – mixing various stimuli in one study
- 68. Great Replay functions and tools ……
- 69. Replay tools cont…. Timeline, Event Logging, Segment and Scene Tools and Filters
- 70. Highly Improved Visualization Tools; Gaze Plots, Heat Maps, Bee Swarm with various Filtering and….
- 71. Any shape of AOIs with automatic clustering
- 72. Statistics in Tabel Format or Nice Graphs
- 74. Tobii Studio THANK YOU for your attention! & Welcome to stand C-16 for a personal Tobii Demo!
Editor's Notes
- Basic Operating Principles During tracking, the Tobii eye tracker uses near infrared diodes to generate reflection patterns on the corneas of the eyes of the user. These reflection patterns, together with other visual information about the person, are collected by image sensors. Sophisticated image processing algorithms in the software identify relevant features, including the eyes and the corneal reflection patterns. Complex mathematics is used to calculate the three-dimensional position in space of each eye-ball, and finally the gaze point on the screen, i.e. where the user is looking.
- Task: Find and turn on the easy access function (located in the bottom right corner)
- Task: Find and turn on the easy access function (located in the bottom right corner)
- Task: Find and turn on the easy access function (located in the bottom right corner)
- Task: Find and turn on the easy access function (located in the bottom right corner)
- Task: Find and turn on the easy access function (located in the bottom right corner)
- According to early research by General Electric's research guru Herbert Krugman and Bruce Eckman. Awareness, Interest and Retention = Eye Tracking..
- PACT – Positioning, Advertising, Copy Testing Priciples - Även här spelar ET viktig roll…. Allmänt vedertaget inom advertising
- Jämför lära språk etc… “måste känna ngt för att kunna lära sig ngt!!” That number includes the “good” ads. An ad that does not touch on the right emotions gets less than half a second. So that is the benchmark for the time given to either impress or not. Talk about the importance of capturing the first instance of attention EFTER quote betona!!!: “ You have known this for a long time but it is not always easy to convince a client that the rational facts only matter after an emotional trigger has created interest and attention” VKTIGT argument tlll AdAsia gruppen VIKTIGT att känna emotionellt värde!!! Dvs det som Creativa sidan lägger vikt på medans slutkunden vill ha så mkt fakta som möjligt!!! ERT budskap är VIKTIGT!!!
- Använd ET för att komma förbi det verbala – OBS hör till ngt tidgare