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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  • 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
  • Tobii Eye Tracking

    1. 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. 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. 3. Eye tracking has come a long way.... And has often been very difficult to use….
    4. 5. From being VERY intrusive and complicated ... (examples of other Eye Trackers used even today ! )
    5. 6. Tobii:ing VERY Simple and Easy!!! (And also with a very modern, sleek and nice Design!)
    6. 7. Tobii made - Eye Tracking almost as easy as a child’s play! <ul><li>Typical features of the Tobii Eye Trackers; </li></ul><ul><li>Truly Non-intrusive </li></ul><ul><li>Plug&Play Eye Tracking </li></ul><ul><li>Quick and Easy to Calibrate </li></ul><ul><li>Allows for large head movements </li></ul><ul><li>All of this Without compromising on High Quality Tracking and Robustness </li></ul>
    7. 8. Why eye tracking? <ul><li>TO UNDERSTAND HUMAN BEHAVIOR AND THINKING! </li></ul><ul><li>With an Eye Tracker we know exactly where a person is looking </li></ul><ul><li>Primarily used for research, design testing and diagnostics etc. </li></ul><ul><li>We get clear additional insights into behavior </li></ul><ul><li>Measurable reactions </li></ul><ul><li>Objective results </li></ul><ul><li>Hard deliverables </li></ul>
    8. 9. With Eye Tracking we can actually see what a person is thinking!
    9. 10. Why Eye tracking? <ul><li>With Eye tracking , a computer knows exactly where a user is looking </li></ul><ul><li>To interact with computers and machines </li></ul><ul><li>Control machines when hands and voice are not an option </li></ul><ul><li>As a vital element in multi-modal user interfaces of the future </li></ul>
    10. 11. 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 <ul><li>Founded in 2001 with HQ Based in Stockholm, Sweden </li></ul><ul><li>Offices also in the US (Virginia D.C) , Germany (Frankfurt) and Norway (Bergen) </li></ul><ul><li>Early focus on real products – simply to use and with high quality…. Which has made </li></ul><ul><li>Tobii the World Leader in solutions for Eye Tracking and Eye Control today </li></ul>
    11. 12. Tobii T/X Series Newly Launched Eye Trackers from Tobii Tobii T120 Tobii X120 Tobii T60
    12. 13. Current Market Segments <ul><li>Assistive Technology </li></ul><ul><li>Eye control for people with disabilities </li></ul><ul><li>Scientific Research </li></ul><ul><li>Psychology and Cognitive </li></ul><ul><li>Vision </li></ul><ul><li>Neurology </li></ul><ul><li>Reading </li></ul><ul><li>Computer interaction </li></ul><ul><li>Design </li></ul><ul><li>Commercial Testing </li></ul><ul><li>User Experience Testing </li></ul><ul><li>Marketing Research </li></ul><ul><li>Advertising </li></ul><ul><li>Consumer Testing </li></ul><ul><li>Packaging Deisgn etc. </li></ul><ul><li>Customized Solutions </li></ul><ul><li>OEM Components </li></ul><ul><li>Custom hardware development </li></ul><ul><li>Custom analysis and </li></ul><ul><li>Eye control application Dev. </li></ul>
    13. 14. Eye Tracking is Applicable in many different Areas and Tobii is leading the way and will continue to do so
    14. 15. Client List – Academic and Commercial Customers using Tobii <ul><li>Uppsala University, Prof C Hofsten </li></ul><ul><li>University of Derby, Prof A Gale </li></ul><ul><li>Clemson University, Prof A Duchowski </li></ul><ul><li>Oxford University, Prof J Stein </li></ul><ul><li>Fraunhofer Institute </li></ul><ul><li>Max Planck Institute Munich </li></ul><ul><li>Imperial College, Prof G.Z. Yang </li></ul><ul><li>Rome University, La Sapienza </li></ul><ul><li>University of Tampere, Prof K-J Räihä </li></ul><ul><li>Karolinska Institutet, Prof J Ygge </li></ul><ul><li>Queens University, Prof R Vertegaal </li></ul><ul><li>Japan Market Research Institute </li></ul><ul><li>Chinese Academy of Sciences </li></ul><ul><li>Singapore University </li></ul><ul><li>Stanford University </li></ul><ul><li>New York University </li></ul><ul><li>Microsoft </li></ul><ul><li>IBM </li></ul><ul><li>Symantec </li></ul><ul><li>Procter & Gamble </li></ul><ul><li>Unilever </li></ul><ul><li>AOL </li></ul><ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>Nestlé </li></ul><ul><li>GfK </li></ul><ul><li>Infosys </li></ul><ul><li>Sprint </li></ul><ul><li>Mediascore </li></ul><ul><li>Psyma Online Research </li></ul><ul><li>Eye Square </li></ul><ul><li>TNO Human Factors </li></ul><ul><li>... and many many more ... </li></ul>
    15. 16. Underlying Technology Corneal reflection system, basic operating principles <ul><li>Tobii eye trackers use near infrared diodes to generate reflection patterns on the corneas of the eyes of the user. </li></ul><ul><li>These reflection patterns, together with other visual information about the person, are collected by image sensors. </li></ul><ul><li>Together with very sophisticated image analysis and mathematics a gaze point on the screen can be calculated, i.e. where the user is looking </li></ul>Pupil Corneal reflection
    16. 17. Tobii T/X Series <ul><li>Why Eye Tracking? </li></ul><ul><li>What can we learn from eye tracking? </li></ul><ul><li>Eye Tracking Metrics </li></ul><ul><li>How and in which areas is Tobii Eye Tracking used today </li></ul><ul><li>How can it be applied for Advertising </li></ul><ul><li>A type of Demo </li></ul><ul><li>Tobii ForSight – a Pay-per-use Concept </li></ul><ul><li>The Products etc.more in detail if we have time </li></ul>AGENDA
    17. 18. Tobii T/X Series <ul><li>History & Introduction of the Tobii Technology Company </li></ul><ul><li>Underlying Technology – How Tobii’s Eye Tracking Works </li></ul>AGENDA
    18. 19. Eye Tracking Metrics <ul><li>First fixation </li></ul><ul><li>Most fixations </li></ul><ul><li>Gaze time </li></ul><ul><li>Fixation order </li></ul><ul><li>Movement between fixations (saccade) </li></ul>
    19. 20. First fixation
    20. 21. Fixations and saccades
    21. 22. Fixation order
    22. 23. Time to first fixation
    23. 24. Most fixations
    24. 25. Gaze Time
    25. 26. Psychology Research <ul><li>Psychology and physiological experiments, such as: </li></ul><ul><ul><li>Studies of autism, ADHD, schizophrenia </li></ul></ul><ul><ul><li>General psychological response studies </li></ul></ul><ul><ul><li>Infant research </li></ul></ul><ul><ul><li>Reading studies </li></ul></ul><ul><ul><li>Studies of ocular-motor behavior and vision deficiencies </li></ul></ul>Autism prediction Left: normal Right: autistic
    26. 27. User experience and usability testing <ul><li>Usability and HCI research on </li></ul><ul><ul><li>Web pages </li></ul></ul><ul><ul><li>Software </li></ul></ul><ul><ul><li>Handheld devices </li></ul></ul><ul><ul><li>Physical products </li></ul></ul><ul><ul><li>Interactive TV </li></ul></ul><ul><ul><li>Computer games </li></ul></ul><ul><ul><li>… </li></ul></ul>
    27. 28. A typical example of a Gaze Replay from a Web Study
    28. 29. Market Research <ul><li>Advertising Design Testing on a variety of media: </li></ul><ul><ul><li>TV commercials </li></ul></ul><ul><ul><li>Print advertising </li></ul></ul><ul><ul><li>In street advertising </li></ul></ul><ul><ul><li>Web advertising </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Product placement </li></ul></ul><ul><ul><li>Etc… </li></ul></ul>
    29. 30. Simulated Environments for Behavioural Studies
    30. 31. So can Eye Tracking then really be applied to Advertising and the Dimension of Advertising effectiveness ? <ul><li>YES - We believe it can and others do to; </li></ul><ul><li>Print advertisements is affirmed by several studies </li></ul><ul><li>(e.g., Janiszewski and Warlop; Krugman et al.; </li></ul><ul><li>Lohse; Pieters et al.; Wedel and Pieters; </li></ul><ul><li>Rosbergen et al. and many more . . . </li></ul><ul><li>Awareness => YES ! </li></ul><ul><li>Interest => YES! </li></ul><ul><li>Retention = YES! </li></ul><ul><li>Persuasion </li></ul><ul><li>Motivation </li></ul>                                                                                                  The AIDA Model
    31. 32. Why Eye Tracking matters also for Advertising <ul><li>When asking respondents what they think of an ad you’re asking them to rationally describe their feelings and emotions. </li></ul><ul><li>It has little to do with what actually drives them. </li></ul><ul><li>Verbal response is a rather crude way of measuring emotion or motivation </li></ul><ul><li>“ A picture says more than a thousand word!” </li></ul>
    32. 33. PACT PRINCIPLES OF PRETESTING <ul><li>A good pre-testing system is based on a model of human response to communication </li></ul><ul><ul><li>the reception of a stimulus </li></ul></ul><ul><ul><li>the comprehension of the stimulus </li></ul></ul><ul><ul><li>the response to the stimulus </li></ul></ul><ul><li>Eye Tracking can be applied to all three of them! </li></ul>
    33. 34. The brain’s hardwiring makes us more primitive than we think…. The three parts of the brain are; <ul><li>Original Brain (Visual) </li></ul><ul><li>Processing Mode – Gut reaction </li></ul><ul><li>Processing Level – Subconscious </li></ul><ul><li>Function – Matches Patters </li></ul><ul><li>Results – Fight or Flight </li></ul><ul><li>Limbic System (Emotional) </li></ul><ul><li>Processing Mode – Behavioral </li></ul><ul><li>Processing Level – Subconscious </li></ul><ul><li>Function – Assigns Value </li></ul><ul><li>Results – Adjusts Actions </li></ul><ul><li>Neocortex (Rational) </li></ul><ul><li>Processing Mode – Reflective </li></ul><ul><li>Processing Level – Concious </li></ul><ul><li>Function – Gives meaning </li></ul><ul><li>Results – Provides Reason </li></ul>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
    34. 35. Why Eye Tracking matters <ul><li>Emotion drives reason more </li></ul><ul><li>than reason drives emotion </li></ul><ul><li>Feelings happen before thought, and at great speed </li></ul><ul><li>In general a print ad receives less than 2 seconds of attention </li></ul><ul><li>Recall is emotion based </li></ul><ul><li>Visual imagery and other non-verbal forms of communication predominate </li></ul><ul><li>Two-thirds of the stimuli reaching the brain are visual (Zaltman 1996) </li></ul><ul><li>Over 50% of the brain is devoted to processing visual images (Cleese) </li></ul><ul><li>As a result, 80% of learning is visually based. </li></ul>“ 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
    35. 36. What can we see from Eye Tracking Data? <ul><li>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. </li></ul><ul><li>How do people view an ad after repetition? </li></ul><ul><li>How do people view an ad when they have been exposed to the campaign across other media? </li></ul>
    36. 37. Measure Facial Expressions and Emotions <ul><li>The research area of facial expressions and emotions has a long history; </li></ul><ul><li>Already back In 1872 Darwin argued that certain emotional expressions are innate and the same for all people. </li></ul><ul><li>All researchers today acknowledge a certain link between affective states and facial expression. </li></ul><ul><li>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 </li></ul>
    37. 38. Why Facial Coding Works …. Courtesy of Sensory Logic – from one of Dan Hill’s presentations
    38. 39. Combining Eye Tracking with Facial Coding can be a very powerful tool! Courtesy of Sensory Logic – from one of Dan Hill’s presentations
    39. 40. Tobii Studio Tobii Demo
    40. 41. Seeing it through the eyes of the beholder Here’s What Eye Tracking can show you
    41. 42. Seeing it through the eyes of the beholder First we record where and how people look at the Ad or the Commercial
    42. 43. Seeing it through the eyes of the beholder We can then Replay the way people looked at the Ad in a Gaze Replay
    43. 44. Seeing it through the eyes of the beholder You can even capture the persons facial expressions and combine it with the Gaze Replay
    44. 45. Seeing it through the eyes of the beholder Visualize where people looked at the Ad through Gaze Plots
    45. 46. Seeing it through the eyes of the beholder Visualizing it through Heat Maps
    46. 47. Seeing it through the eyes of the beholder Visualizing it through Gaze Opacity
    47. 48. Seeing it through the eyes of the beholder Visualizing it with the Bee Swarm effect Shows where everyone looked at the same time!
    48. 49. Seeing it through the eyes of the beholder
    49. 50. Seeing it through the eyes of the beholder Auto Cluster AOIs Areas of Interests
    50. 51. Tobii T/X Series A complete Eye Tracking Offering with a Pay-per-Use Concept
    51. 52. <ul><li>Hardware </li></ul><ul><li>Tobii T60, X120, etc </li></ul><ul><li>Software </li></ul><ul><li>Tobii Studio </li></ul>Methodologies & tests <ul><li>Service </li></ul><ul><li>Training/Support </li></ul><ul><li>Seminars </li></ul>Eyetracking Data Collection Handled by Tobii Handled by Tobii ForSight Partners Consultation
    52. 53. ForSight: Pay per use
    53. 54. Consulting: example – Sensoresearch <ul><li>Teach companies to use eye-tracking to do shelf testing </li></ul>
    54. 55. Data collection: Example – RealEyes <ul><li>Provide/sell eye-tracking data through partners </li></ul>Eye-tracking data collected in Russell Square , UK
    55. 56. Methodologies: example – Sensory Logic <ul><li>Combine eye-tracking with emotional data from facial coding </li></ul>
    56. 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
    57. 58. Tobii T/X Series <ul><li>A New Generation of Eye Trackers from Tobii </li></ul><ul><li>Tobii T60 </li></ul><ul><li>Tobii T120 </li></ul><ul><li>Tobii X120 </li></ul>Tobii T/X series
    58. 59. Tobii T60 Eye Tracker (New!) <ul><li>Compared to Tobii 1750 </li></ul><ul><ul><li>Twice as much tolerance to head motion </li></ul></ul><ul><ul><li>Twice as accurate (much improved head movement and drift compensation) </li></ul></ul><ul><ul><li>Much lower noise </li></ul></ul><ul><ul><li>Embedded eye tracker server </li></ul></ul><ul><ul><li>Master/Slave – enables multiple eye trackers to be used together </li></ul></ul><ul><ul><li>Integrated user camera and speakers </li></ul></ul><ul><ul><li>New design </li></ul></ul><ul><li>Advantages </li></ul><ul><ul><li>Do eye tracking even more non-intrusively </li></ul></ul><ul><ul><li>Track with more reliability and precision where users are looking </li></ul></ul><ul><ul><li>Reduce complexity of complete lab solution </li></ul></ul>
    59. 60. Tobii T60 Eye Tracker (New!) User camera built-in to screen
    60. 61. Tobii T120 Eye Tracker (New!) <ul><li>Similar to Tobii T60 Eye Tracker </li></ul><ul><li>Twice as fast - 120 hz data rate </li></ul><ul><li>Runs in both 60 hz and 120 hz mode </li></ul><ul><li>Slightly smaller tolerance to head motion when in 120 hz mode </li></ul><ul><li>Slightly more noise in the eye tracking data when in 120 hz mode </li></ul>
    61. 62. Tobii X120 Eye Tracker (New!) <ul><li>Same performance as Tobii T120 </li></ul><ul><li>Performs eye tracking relative to (projection screens) and physical scenes </li></ul>
    62. 63. Tobii X120 accessories <ul><li>Will be available with different packaged setups </li></ul><ul><ul><li>Shelf setup </li></ul></ul><ul><ul><li>Table setup </li></ul></ul><ul><ul><li>... and several more coming ... </li></ul></ul>
    63. 64. Characteristics overview T60, T120 and X120
    64. 65. Tobii Studio <ul><li>A New Software for Eye Tracking Analysis </li></ul>Tobii Studio
    65. 66. Comes in three (3) different Editions with a lot of nice features……
    66. 67. Simple and Basic Workflow – mixing various stimuli in one study
    67. 68. Great Replay functions and tools ……
    68. 69. Replay tools cont…. Timeline, Event Logging, Segment and Scene Tools and Filters
    69. 70. Highly Improved Visualization Tools; Gaze Plots, Heat Maps, Bee Swarm with various Filtering and….
    70. 71. Any shape of AOIs with automatic clustering
    71. 72. Statistics in Tabel Format or Nice Graphs
    72. 73. Remote Viewer over IP <ul><li>Enables you to; </li></ul><ul><li>Start & stop recordings from another computer </li></ul><ul><li>View the session, including screen, eye movements, video, sound </li></ul>
    73. 74. Tobii Studio THANK YOU for your attention! & Welcome to stand C-16 for a personal Tobii Demo!

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