This document provides an overview of eye tracking technology. It discusses why eye tracking is used to understand human behavior and thinking. It also describes Tobii eye tracking technology, basic operating principles involving infrared light reflection, and applications in TV, web and street advertising. Eye tracking metrics like fixation time and gaze plots are explained. Advantages of eye tracking include obtaining insight into eye behavior without training, while disadvantages are expense and calibration time. The document concludes eye tracking can help develop video games and assist handicapped users.

1. Eye-tracking technology
Electronics & Communication
Department
GVIC
Under the Guidance of:
Mr. K.N.Chandra Sekhar
Associate professor ,
Dept. of ECE.
Presented by :
N.Vikram Raja,
119M1A0458,
Dept. of ECE
GVIC

2. Contents:
» Why Eye Tracking?
» Eye Tracking Metrics
» Tobii Eye technology
» Basic operating principles
» Applications
» Advantages & Disadvantages
» A type of Demo
» Conclusion

3. Why eye tracking?
TO UNDERSTAND HUMAN BEHAVIOR AND
THINKING!
 With an Eye Tracker we know exactly where a
person is looking
 We get clear additional insight behaviour of
Our eye .

4. Tobii Eye technology:
Tobii Technology is a Swedish high-technology company
that develops and sells products for eye control and eye tracking.

5. Eye Tracking Metrics
First fixation
Most fixations
Gaze time
Fixation order

6. 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.
Pupil Corneal reflection

7. Applications:
TV commercials
In street advertising
Web advertising
Etc…

9. Gaze plotOriginal image for Magic face
 Each “bubble”is at least 250 milli second.
 The size of the bubble reflects the length of the fixation.

10. HOT SPOTS
Across all participants ,the visible areas in the
ad reflect the areas we looked at the longest
4.3
3 2.8
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Face&Body Headline Tagline Product Image Brand Name
O/P chart
Result of Gaze Time

11. Revised Image for magic face Gaze plot (revised image)

12. HOT SPOTS: Results: Average gaze
time
4.3
3.5
3 2.8
2.2
0
0.5
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Headline Face&Body Brand Name Product Image Tagline
O/P chart

13. 4.3
3.5
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2.8
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4.3
0.5
1.5
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Headline Face&Body Brand Name Product Image Tagline
Comparison of “pre” and “post” Ads : Average
Gaze Time
Series 1 Series 2

14. Advantages & Disadvantages of Eye Tracking
➢ The equipment is expensive
➢ Calibrating the equipment takes time
➢ Eye movement is faster than other current input media
➢ No training is required of normal users
➢ Can determine where the user’s interest is focused automatically

15. Conclusion :
➢ Developing video games and graphics.
➢ Maximizing controllers’ efficiency in
vehicles driving.
➢ It is Helpful for handi-cap people when there
is no option for hands and speech

16. Thank You

17. Any Queries