Some history on 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
A New Generation of Eye Trackers from Tobii
Tobii T60
Tobii T120
Tobii X120
Tobii T/X series

Tobii T60 Eye Tracker (New!)
Compared to Tobii 1750
Twice as much tolerance to head motion
Twice as accurate (much improved head movement and drift compensation)
Much lower noise
Embedded eye tracker server
Master/Slave – enables multiple eye trackers to be used together
Integrated user camera and speakers
New design
Advantages
Do eye tracking even more non-intrusively
Track with more reliability and precision where users are looking
Reduce complexity of complete lab solution

Tobii T60 Eye Tracker (New!) User camera built-in to screen

Tobii T120 Eye Tracker (New!)
Similar to Tobii T60 Eye Tracker
Twice as fast - 120 hz data rate
Runs in both 60 hz and 120 hz mode
Slightly smaller tolerance to head motion when in 120 hz mode
Slightly more noise in the eye tracking data when in 120 hz mode

Tobii X120 Eye Tracker (New!)
Same performance as Tobii T120
Performs eye tracking relative to (projection screens) and physical scenes

Tobii X120 accessories
Will be available with different packaged setups
Shelf setup
Table setup
... and several more coming ...

Characteristics overview T60, T120 and X120

Tobii Studio
A New Software for Eye Tracking Analysis
Tobii Studio

Comes in three (3) different Editions with a lot of nice features……

Simple and Basic Workflow – mixing various stimuli in one study

Great Replay functions and tools ……

Replay tools cont…. Timeline, Event Logging, Segment and Scene Tools and Filters

Highly Improved Visualization Tools; Gaze Plots, Heat Maps, Bee Swarm with various Filtering and….

Any shape of AOIs with automatic clustering

Statistics in Tabel Format or Nice Graphs

Remote Viewer over IP
Enables you to;
Start & stop recordings from another computer
View the session, including screen, eye movements, video, sound

Tobii Studio THANK YOU for your attention! & Welcome to stand C-16 for a personal Tobii Demo!

Some history on eye tracking

by Tobii Technology on Jan 17, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 4

Statistics

Some history on eye tracking — Presentation Transcript