Tobii Eye Tracking

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

Eye tracking started over 100 years ago Raymond Dodge’s Photochronograph (1871-1942) Delabarre’s Eye Tracker (1898) Edmund Huey’s Eye Tracker (1898)

Eye tracking has come a long way.... And has often been very difficult to use….

From being VERY intrusive and complicated ... (examples of other Eye Trackers used even today ! )

Tobii:ing VERY Simple and Easy!!! (And also with a very modern, sleek and nice Design!)

Tobii made - Eye Tracking almost as easy as a child’s play!

Typical features of the Tobii Eye Trackers;

Truly Non-intrusive

Plug&Play Eye Tracking

Quick and Easy to Calibrate

Allows for large head movements

All of this Without compromising on High Quality Tracking and Robustness

Why eye tracking?

TO UNDERSTAND HUMAN BEHAVIOR AND THINKING!

With an Eye Tracker we know exactly where a person is looking

Primarily used for research, design testing and diagnostics etc.

We get clear additional insights into behavior

Measurable reactions

Objective results

Hard deliverables

With Eye Tracking we can actually see what a person is thinking!

Why Eye tracking?

With Eye tracking , a computer knows exactly where a user is looking

To interact with computers and machines

Control machines when hands and voice are not an option

As a vital element in multi-modal user interfaces of the future

First eye control computer MyTobii P10 2001 2003 2004 2005 2006 Tobii founded First sold system First product, Tobii ET-17 Product launch of Tobii 1750 First Assistive Tech product, MyTobii D10 US office, Tobii Inc Acquisition of Viking Software German office, Tobii GmbH 2002 2007 Product launch T60, T120 and X120 & Tobii Studio The Tobii History

Founded in 2001 with HQ Based in Stockholm, Sweden

Offices also in the US (Virginia D.C) , Germany (Frankfurt) and Norway (Bergen)

Early focus on real products – simply to use and with high quality…. Which has made

Tobii the World Leader in solutions for Eye Tracking and Eye Control today

Tobii T/X Series Newly Launched Eye Trackers from Tobii Tobii T120 Tobii X120 Tobii T60

Current Market Segments

Assistive Technology

Eye control for people with disabilities

Scientific Research

Psychology and Cognitive

Vision

Neurology

Reading

Computer interaction

Design

Commercial Testing

User Experience Testing

Marketing Research

Advertising

Consumer Testing

Packaging Deisgn etc.

Customized Solutions

OEM Components

Custom hardware development

Custom analysis and

Eye control application Dev.

Eye Tracking is Applicable in many different Areas and Tobii is leading the way and will continue to do so

Client List – Academic and Commercial Customers using Tobii

Uppsala University, Prof C Hofsten

University of Derby, Prof A Gale

Clemson University, Prof A Duchowski

Oxford University, Prof J Stein

Fraunhofer Institute

Max Planck Institute Munich

Imperial College, Prof G.Z. Yang

Rome University, La Sapienza

University of Tampere, Prof K-J Räihä

Karolinska Institutet, Prof J Ygge

Queens University, Prof R Vertegaal

Japan Market Research Institute

Chinese Academy of Sciences

Singapore University

Stanford University

New York University

Microsoft

IBM

Symantec

Procter & Gamble

Unilever

AOL

Google

Yahoo!

Nestlé

GfK

Infosys

Sprint

Mediascore

Psyma Online Research

Eye Square

TNO Human Factors

... and many many more ...

Underlying Technology Corneal reflection system, basic operating principles

Tobii eye trackers use 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.

Together with very sophisticated image analysis and mathematics a gaze point on the screen can be calculated, i.e. where the user is looking

Pupil Corneal reflection

Tobii T/X Series

Why Eye Tracking?

What can we learn from eye tracking?

Eye Tracking Metrics

How and in which areas is Tobii Eye Tracking used today

How can it be applied for Advertising

A type of Demo

Tobii ForSight – a Pay-per-use Concept

The Products etc.more in detail if we have time

AGENDA

Tobii T/X Series

History & Introduction of the Tobii Technology Company

Underlying Technology – How Tobii’s Eye Tracking Works

AGENDA

Eye Tracking Metrics

First fixation

Most fixations

Gaze time

Fixation order

Movement between fixations (saccade)

First fixation

Fixations and saccades

Fixation order

Time to first fixation

Most fixations

Gaze Time

Psychology Research

Psychology and physiological experiments, such as:

Studies of autism, ADHD, schizophrenia

General psychological response studies

Infant research

Reading studies

Studies of ocular-motor behavior and vision deficiencies

Autism prediction Left: normal Right: autistic

User experience and usability testing

Usability and HCI research on

Web pages

Software

Handheld devices

Physical products

Interactive TV

Computer games

…

A typical example of a Gaze Replay from a Web Study

Market Research

Advertising Design Testing on a variety of media:

TV commercials

Print advertising

In street advertising

Web advertising

Packaging

Product placement

Etc…

Simulated Environments for Behavioural Studies

So can Eye Tracking then really be applied to Advertising and the Dimension of Advertising effectiveness ?

YES - We believe it can and others do to;

Print advertisements is affirmed by several studies

(e.g., Janiszewski and Warlop; Krugman et al.;

Lohse; Pieters et al.; Wedel and Pieters;

Rosbergen et al. and many more . . .

Awareness => YES !

Interest => YES!

Retention = YES!

Persuasion

Motivation

The AIDA Model

Why Eye Tracking matters also for Advertising

When asking respondents what they think of an ad you’re asking them to rationally describe their feelings and emotions.

It has little to do with what actually drives them.

Verbal response is a rather crude way of measuring emotion or motivation

“ A picture says more than a thousand word!”

PACT PRINCIPLES OF PRETESTING

A good pre-testing system is based on a model of human response to communication

the reception of a stimulus

the comprehension of the stimulus

the response to the stimulus

Eye Tracking can be applied to all three of them!

The brain’s hardwiring makes us more primitive than we think…. The three parts of the brain are;

Original Brain (Visual)

Processing Mode – Gut reaction

Processing Level – Subconscious

Function – Matches Patters

Results – Fight or Flight

Limbic System (Emotional)

Processing Mode – Behavioral

Processing Level – Subconscious

Function – Assigns Value

Results – Adjusts Actions

Neocortex (Rational)

Processing Mode – Reflective

Processing Level – Concious

Function – Gives meaning

Results – Provides Reason

NOTE THAT; 2/3 of stimuli that reach the brain are visual Over 50% of the brain is devoted to processing visuals 80% of learning is visually based

Why Eye Tracking matters

Emotion drives reason more

than reason drives emotion

Feelings happen before thought, and at great speed

In general a print ad receives less than 2 seconds of attention

Recall is emotion based

Visual imagery and other non-verbal forms of communication predominate

Two-thirds of the stimuli reaching the brain are visual (Zaltman 1996)

Over 50% of the brain is devoted to processing visual images (Cleese)

As a result, 80% of learning is visually based.

“ The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusion” Dr. Donald Calne Courtesy of Sensory Logic – from one of Dan Hill’s presentations

What can we see from Eye Tracking Data?

You might be told what a respondent likes but Eye Tracking reveals exactly what they looked at when they decided to like or dislike your message.

How do people view an ad after repetition?

How do people view an ad when they have been exposed to the campaign across other media?

Measure Facial Expressions and Emotions

The research area of facial expressions and emotions has a long history;

Already back In 1872 Darwin argued that certain emotional expressions are innate and the same for all people.

All researchers today acknowledge a certain link between affective states and facial expression.

FACS stands for Facial Action Coding System and is a detailed description for facial behavior and is a scientific, globally applicable method of facial coding which allows researchers to measure how consumers feel their feelings by quantifying facial muscle activity - as explained in Malcom Gladwell’s bestselling Blink . Dan Hill of Sensory Logic codified his finding into FACS

Why Facial Coding Works …. Courtesy of Sensory Logic – from one of Dan Hill’s presentations

Combining Eye Tracking with Facial Coding can be a very powerful tool! Courtesy of Sensory Logic – from one of Dan Hill’s presentations

Tobii Studio Tobii Demo

Seeing it through the eyes of the beholder Here’s What Eye Tracking can show you

Seeing it through the eyes of the beholder First we record where and how people look at the Ad or the Commercial

Seeing it through the eyes of the beholder We can then Replay the way people looked at the Ad in a Gaze Replay

Seeing it through the eyes of the beholder You can even capture the persons facial expressions and combine it with the Gaze Replay

Seeing it through the eyes of the beholder Visualize where people looked at the Ad through Gaze Plots

Seeing it through the eyes of the beholder Visualizing it through Heat Maps

Seeing it through the eyes of the beholder Visualizing it through Gaze Opacity

Seeing it through the eyes of the beholder Visualizing it with the Bee Swarm effect Shows where everyone looked at the same time!

Seeing it through the eyes of the beholder

Seeing it through the eyes of the beholder Auto Cluster AOIs Areas of Interests

Tobii T/X Series A complete Eye Tracking Offering with a Pay-per-Use Concept

Hardware

Tobii T60, X120, etc

Software

Tobii Studio

Methodologies & tests

Service

Training/Support

Seminars

Eyetracking Data Collection Handled by Tobii Handled by Tobii ForSight Partners Consultation

ForSight: Pay per use

Consulting: example – Sensoresearch

Teach companies to use eye-tracking to do shelf testing

Data collection: Example – RealEyes

Provide/sell eye-tracking data through partners

Eye-tracking data collected in Russell Square , UK

Methodologies: example – Sensory Logic

Combine eye-tracking with emotional data from facial coding

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

Tobii T/X Series