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Where Is The Value From Eyetracking August 9, 2016

Posted by Jon Ward in eye tracking, Glasses, Market Research, Marketing, Shopper Research, Technology, Tobii, Usability & UX.
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Of the past decade we have seen eyetracking move out of the research labs and academic institutes and begin to hit mainstream uses in markets such as gaming and control of operating systems, but if we look holisitically over every possible use and application for this amazing technology one question crops up quite regularly – “what can’t you eyetrack?”

Potentially this could prompt a simple answer and we list some obvious things and limitations of eyetracking as a technology – but I think the bigger question is “will eyetracking add value to what I am doing?” as it isn’t always obvious where the return on investment is from the data that eyetracking gives you.

There are actually very few situations where you can’t eyetrack people (or indeed some species of animal!) – for example recently Tobii equipment was used to eyetrack a F1 driver (https://www.youtube.com/watch?v=zjkUUMZnTnU) where the latest technology readily mounted inside the very snug and close-fitting helmet of Nico Hulkenberg. Staying with a sports theme Zoe Wimshurst from Southampton Solent University used the Tobii Glasses on a gymnast who performed a number of backflips while the equipment not only stayed in place, but also remained accurate thanks to Tobii’s 4 camera binocular platform (https://twitter.com/ZoeWimshurst/status/760472938499936256). And while we are name dropping I eyetracked Cristiano Ronaldo some years ago (https://www.youtube.com/watch?v=2NcUkvIX6no) with a previous generation platform. Sports is one thing, but what about something different… how about primate research, yup – we can tick the box there as well! For example some trials we did with Edinburgh Zoo (http://www.living-links.org/2012/11/), and the typical uses of consumer shopper and online research, psychology, linguistics and infant research are all areas where eyetracking is heavily involved, and this is of course now developing into the virtual world, mounting systems into VR and AR units for the next generation of these fields… not to mention interaction within gaming – both user testing and for control applications (http://www.tobii.com/xperience/apps/the-division/).


Eye tracking at Edinburgh Zoo


So you might say “great PR but what does that give us apart from a YouTube video” – well lets look at some examples, starting with F1 – if by watching the eye movements and point of gaze of a F1 driver we can shave 0.1 seconds per lap from a 58 lap race, we gain 6 seconds. In the Australian GP 7 drivers (from the 16 that finished) could have gained a position with this advantage, one driver could have jumped 4 places – gaining 7 points in the drivers championship in the process. For a footballer, releasing the ball 0.25 second earlier because you have the ability to read the field more efficiently visual performance training could be the difference between beating the offside trap and scoring or dropping points in a multi-billion pound race to the title. In elite performance the smallest of margins can mean winning or losing, and in today’s environment that could mean the difference between fame and fortune, or fading into obscurity.


F1 Eye Tracking


If we look at medical or clinical uses, being able to identify things like autism at an earlier stage (using non-verbal responses through measuring eye movements) allows parents and clinicians to adapt and plan a child’s education to minimise the impact on their development and lets the family be more prepared moving forward. Building up databases of typical and non-typical developing children from all walks of life both in and out of the lab allows milestones to be measured, new learning or rehabilitation techniques to be developed. Being able to extract information without the requirement for self reporting or verbal communication breaks down barriers that would otherwise mean that diagnosis may not be available for weeks, months or even years later otherwise. Using the latest techniques for training and both real and virtual presentation of scenarios means that we can now train healthcare professionals, surgeons and patients in situations that could be life threatening without the risk, and by understanding totally how they interact and engage gives us insights never before available.




When looking at process management, health and safety or manufacture there are always people in a workplace that are ‘naturals’ at what they do, they have either adapted to their task very comfortable and excelled, or more likely through repetition and learning have become expert. Using eyetracking we can observe how these people operate, understand if and how they anticipate next steps, how they scan and search for elements or their situational awareness. Next we bring on the novice or the person to improve, observe them and compare them to our experts, guiding their interactions with a proven benchmark. An accident at work can be costly both in financial and possibly human terms, so use a simulator, VR environment or test area and monitor people’s actions and movements – and pre-empt possible bad situations. Does that fork lift driver check either side of the load often enough? How is that member of the QA team better at spotting defects in products – is their search strategy different? What makes that soldier better at finding ground disturbance in the field and locating IED’s? How can we be sure a mechanic checks every inch of an engine during a service and a vehicle is safe to use?


See how a mechanic checks an engine


Let’s think about consumer research – a mainstay of eyetracking and an ever growing market place. With the adoption of mobile devices on-screen real estate is smaller, we consume information quicker and we need to be more efficient at being noticed, getting our message across and of course helping the customer with their journey. A 1% increase in click-throughs, sign up or user experience could mean huge increases in a companies KPI’s but often selling in ideas and changes to a stakeholder can be challenging. Eyetracking provide a very visual way to demonstrate why customers aren’t (or indeed are!) doing what was expected on a website, image or menu system. Jumping into the retail space we are bombarded with products, signage, offers, POS, noise, colour and a whole lot more every time we walk through a shop entrance, or a mall, or a petrol forecourt – consumers self reporting their actions always has its limitations and this is even more evident in such a busy space as a retail outlet. Our eyes are digesting heaps of information, our brain is processing and discarding things that aren’t pertinent to the task and consumers simply can’t remember, never mind verbalise, all of this at the rate it is going. Unlock the subconscious by measuring the bodies leading input device – the visual system. Again small performance gains at the checkout in one store quickly multiply to large increases across a brand, retailer or globally. What distracts the shopper or draws their attention away from where we want them to look? What attracts them to our competitors? What elements do they use to navigate, make a decision or determine quality? Can people navigate around the virtual store before we invest in deploying the new layout?


Heat map in a virtual store


Think about your project, objective or study – is the interaction with the stimulus, product, environment or other people of interest? Do you want to know what and when they use visual information at any stage in the trial to inform the decision-making process? Do you want to understand why someone is better at a task than someone else? Do you want a very visible way of demonstrating a participants behaviour to a stakeholder? If the answer to any of these questions (or many more similar to these) is yes, then there is value in eyetracking for you.

Speak to us about methodologies for your study, the different types of equipment on hand and how we can help you get the insights you need.


Tobii Glasses 2 Software Updates! April 13, 2016

Posted by Jon Ward in eye tracking, Glasses, Tobii, Updates.
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As part of the evolution of the Tobii Glasses 2 software platforms we are happy to announce some new functionality released and available now!

Event Logging in the Tobii Pro Glasses Controller  We have added the possibility to log live events in the Pro Glasses Controller software. This enables you to highlight interesting parts during the recording. The events can also be exported, together with all the other data collected, into the Tobii Pro Glasses Analyzer software.

Time of Interest Feature in the Tobii Pro Glasses Analyzer  The latest release of the Pro Glasses Analyzer includes the option to segment data by creating custom portions of it.  With the Time of Interest feature, you can choose a start event and a stop event to get a clearly defined set of data for a particular event.  Also, we added the possibility to view logged live events, created in the Pro Glasses Controller, to be able to find the interesting parts of the recording and use these when creating Times of Interest.

Other improvements in this release:

  • New quick-access menu
  • Possibility to resume Real-World Mapping by storing all queued automatic mapping tasks when closing the program
  • Major performance and stability improvements for big projects, where some operations are 10+ times quicker

Just What the Optician Ordered? November 25, 2015

Posted by Jon Ward in eye tracking, Glasses, Market Research, Shopper Research, Tobii.
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It’s been a busy week in Sweden it seems as hot on the heels of the announcement of the amazing new 100hz speed option for the Tobii Glasses 2 system two new accessories have also been announced.

First up is the Precription Lens pack. The Prescription Lenses package contains corrective snap-on lenses for Pro Glasses 2 to facilitate studies involving subjects with either short or long sightedness. From mobile device testing and operator assessments, to sports research and wayfinding studies, these lenses will allow you to include a larger variety of subjects in your research.

The lenses range from -5 to +3 diopter in 0.5 diopter steps in order to provide support for a larger cross-section of the population with vision impairments. Separate lenses are provided for left and right eyes so you can accommodate differences between your subjects’ eyes.

Lens replacement is quick and easy with a magnetic frame that provides an easy-to-use, snap-on interface. At the same time, the solution is attached securely enough for test situations that involve a lot of natural movement, such as in sports research scenarios. Specific lens requirements and replacements are also available and the kit is supplied in a travel case.


Tobii Glasses 2 Prescription Lens Kit


Second is the new carry case and extended battery set. Combining a soft pouch with shoulder strap to carry the recording assistant and an external battery that neatly slots into its own holder on the bag the unit allows users to carry the recording unit in comfort and adding extra convenience for field based research with extended times between battery changes.

The case allows even quicker set-up and ease of use for the participant and researcher – and looks pretty good as well!

TG2 Pouch and Battery TG2 Pouch

Both accessories are available to order now – contact Acuity for more details.

Faster Than a Speeding Eye Tracker November 24, 2015

Posted by Jon Ward in eye tracking, Glasses, Technology, Tobii, Updates.
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We are happy to announce that there is a new addition to the Tobii Glasses 2 eye tracking family… there are now options for both 50hz and 100hz binocular eye tracking with Tobii’s unique 4 camera tracking solution which gives automatic compensation for slippage and movement of the head unit. 100hz allows more granular use of the data, better noise filtering and also the ability to investigate velocity based algorithms with more accuracy than before while retaining ease of use, a super lightweight head unit design and live viewing wired or wireless capability!

100hz solutions are available for order now and shipping in December – existing 50hz Tobii Glasses 2 customers can also upgrade – please contact Acuity for more information or a demonstration.






Tobii Glasses 2 Real World Mapping – Saving Time in the Real World! October 29, 2015

Posted by Jon Ward in eye tracking, Glasses, Market Research, Marketing, Media, Shopper Research, Technology, Tobii, Updates, Usability & UX.
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The Tobii Glasses 2 have been a huge success, with the wide angled field of view, live wireless viewing and automatic slippage compensation thanks to the unique 4 camera binocular tracking more and more people are able to do some great fieldwork both unassisted and in a more traditional context. However as with all glasses based eye tracking platforms the analysis of the data is more time-consuming than with a screen based system as you need to code the user data onto reference images to create aggregated visual outputs and statistical metrics. This can be very time-consuming and depending on the type of interactions mapped (fixation or raw data) combined with the environment and task of the user (unboxing a product, retail purchases, driving and so on) can take anywhere from 10 to 20 times the duration of the recording to code – so 100 minutes of total recorded interactions could take upwards of 16 hours to code before you can begin the analysis.

Real World Mapping Example

Tobii Real World Mapping can help reduce this time considerably in many types of study by using advanced computer vision to automatically detect the gaze points based on the reference images you upload – meaning that 10x or 20x multiplier comes down to as little as 2-5x, and processing can be queued so the software can happily run along in the background freeing up valuable staff resources to focus on other tasks.Once the automatic process is completed you are presented with a chart plotting the automatically mapped points, alongside a confidence level in its accuracy and then any missed points (for example if there was a large amount of occlusion in the frame) or mapped points that need some adjustment can be manually corrected by a researcher.

Real World Mapping Example 2

This video has a brief overview of this exciting feature which will be part of next update of the Tobii Glasses Analyzer software.

Real World Mapping from Tobii

Of course not every single study will be able to take advantage of the new functionality, for example very dynamic content such as sports science studies have few or no fixed reference points to work with, objects that are largely occluded constantly or are at extreme distances will not be viable but for a large number of shopper studies, product interaction, mobile and tablet applications, advertising and navigation tasks users should see a significant time savings to using the tool – and by running a pilot (see tip 28 on Tim’s Acuity Intelligence blog for a reminder of the importance of this : http://www.acuity-intelligence.com/blog/eye-tracking-tips-26-30) you can quantify this benefit and also ensure that your reference images are correct and work well – more about that another time!

The Real World Mapping is ready to demonstrate to customers now – so get in touch and we will be happy to walk you through it, and show how it can help you process your glasses based eye tracking data quicker!

Tobii Glasses 2 – 50hz and MEMS Sensor Update April 27, 2015

Posted by Jon Ward in Uncategorized.
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The Tobii Glasses 2 eyetracker has been an amazing success, with its unobtrusive design, wide field of view for tracking and slippage compensation due to the unique 4 camera tracking system – but now the system gets even better.

Glasses 2

Firstly the system will be updated on the next firmware release to track at 50hz on each eye camera, and this benefit will be for all customers, new and existing, and will happen by way of a standard firmware update – no need to return the system to us! As a quick note if you are currently capturing data at 30hz and require consistency within your study, don’t update your glasses just yet as the system cannot be downgraded after the update.

The second update is the activation of the MEMS sensors – so the accelerometer and gyroscope in the device will collect data alongside your eye tracking data – this unique innovation has many potential uses in your research and we are excited to see how people integrate this in their studies.

For those that want to know more about the update there is a webinar tomorrow (sorry for the short notice!) which you can see the details of here : http://www.tobii.com/en/eye-tracking-research/global/about-tobii-pro/event-calendar/tobii-events/tobii-glasses-2-webinar-join-us-for-tobii-pro-glasses-2-50-hz-mems-better-than-ever/ or of course feel free to give us a call!


Glasses 2 Image

Tobii Glasses 2 – The next generation of mobile eye tracking May 20, 2014

Posted by Jon Ward in eye tracking, Glasses, Technology, Tobii, Updates, Usability & UX.
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Today Tobii and Acuity are proud to announce the next generation worn eye tracking system. The Glasses 2 platform succeeds the hugely popular Tobii Glasses and is the culmination of years of research and development, interviewing and understanding customer needs and takes advantage of the very latest technological developments.

There are several key issues raised when we discuss glasses based eye tracking systems with our clients :

  1. Does the frame feel natural and does it interfere with peripheral vision?
  2. What is the field of view of the system, can I track everything the customer looks at?
  3. What is the glasses slip or they move them?
  4. Can I read what they are reading?
  5. Can I watch what they do during the testing, like I do with my screen based eye tracker?

To answer question 1 take a look at the image below, showing the new Glasses 2 frame, the arms and design are very similar to a normal pair of spectacles, the lenses are clear, with no large frame to restrict vision or blinker you into looking forward. The eye cameras are mounted very discreetly in the arms reaching down from the bridge, so not only are they a clear and crisp design, they don’t obscure your field of view, don’t blinker your peripheral vision (essential in driving / sports / shopper studies) but the user will also be less conscious about wearing the frame in public, meaning more naturalistic behaviour.

Glasses 2

So we move onto the field of view of both the scene camera and the eyetracking data. Until now mobile eye tracking platforms have used 1 or 2 cameras (either monocular or binocular) to track the users eyes, Tobii have gone with 4 cameras, two per eye and the benefits are immediately obvious. By having two cameras per eye you instantly have a much wider degree of movement on each eye that can be tracked, not only that but by using Tobii’s patented 3D eye modelling the system can also compensate for slippage of the frame – something that has been a curse of eye tracking studies when shoppers move the frame, sports people move quickly or when testing with children who interfere with the frame. Of course being able to track a wide range of movement is not good unless we can visualise the data on the scene camera video, and here we see a huge 675% increase in the number of pixels over the Glasses 1 platform, meaning that the camera is running at a HD resolution of 1920×1080 pixels. To ensure that the field of view that is tracked maximises the rest of the platform, the camera field of view has been vastly improved to give 90 degrees diagonal FOV, around 25-30% larger our competitors products, the un-obscured frame also means that users have a visual field of view of 160 degrees – so testing is more natural, across a wider field of view in every dimension!

Glasses 2 Image

With this increased field of view, high definition camera and dual camera binocular tracking mobile testing, packaging, reading studies and more all spring to life with the moderator being able to see every interaction, and this can also now be done live via either a cable or wireless connection to a Windows PC or tablet – opening up endless possibilities for testing, and the ultimate in flexibility. With the basic system allowing for post testing recording via the recording device the entry price point is incredibly attractive, and users can upgrade the system as their needs evolve.

Glasses 2 Side

So the 5 key questions we get asked are all ticked off and Tobii haven’t stopped there, there is a new gaze mapping platform allowing for aggregated data across multiple participants, visual and statistical outputs and A/B comparison testing. There is also of course a microphone to record user audio, the scene camera has been angled to ensure that close interactions are captured, a gyroscope and accelerometer embedded for future development and interactions and of course world class eyetracking accuracy and precision!

We are expecting to ship units in October so please contact us to arrange a demo or for more details or visit http://www.tobiiglasses.com.

Glasses 2 Spec

We’re looking for a new Administrator/Receptionist January 8, 2014

Posted by Scott Hodgins in Jobs.
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Acuity ETS Logo

Job description

We are looking for a friendly, efficient, IT literate colleague. You should possess a great telephone manner, be enthusiastic, self-motivated and organised. Does this sound like you? If so, this is a great opportunity to apply for a new position that has the opportunity of career advancement.

We are a small, world leading business based in Reading, we work globally with some of the world’s biggest brands and organisations as well as eminent scholars and researchers, we’re looking for an Administrator/Receptionist to help with day to day admin tasks, help answer the telephone and greet clients at our location in central Reading. The role is office based; you will be a core part of the team, not sitting at a reception desk.

The position mostly revolves around helping the sales and technical teams. You will be responsible for supporting your colleagues by keeping track of data, helping with logistics, post and invoicing duties as well as responding to online and offline information requests and liaising with clients when necessary. The following is a brief summary of the duties,

 Administrative & Reception Role: Key requirements/duties

  • Professional and confident telephone manner (ability to talk to clients on the telephone and at events)
  • Ability to work remotely with team members and colleagues globally, via phone, email and video conference
  • Be first point of contact for client queries
  • Meet and greet clients on arrival, provide refreshments
  • Take and deliver phone messages for the team
  • Manage all post and correspondence, including couriers and collections
  • Stock inventory and organisation
  • Generate, tracking and occasionally chasing invoices
  • Diary support and management e.g. Arrange and confirm meetings
  • Manage communications with clients (e.g. MailChimp)
  • Compose and organise correspondence, memorandums and documents
  • Help add to CRM database (Pipedrive)
  • Answer/direct basic client queries
  • Develop good understanding and knowledge of all marketing material and update processes
  • Develop basic understanding of adviser business practices
  • Develop knowledge of, and contribute towards the public website and social media feeds
  • Involvement in conferences and events e.g. Assist with the organisation of events and conferences, manage follow ups

To be considered for this role, you must have a good level of IT literacy and ideally a solid understanding of social media. Equally important are your excellent communication skills and enthusiastic approach.

If you prove yourself in this role, there are plenty of opportunities within the company to progress into different areas.

We are offering a competitive package including:

  • Starting salary of £18,500
  • 23 Days Leave, plus Bank Holidays and a Christmas Break
  • Company Phone & Laptop

An immediate start is possible for the right candidate. If you are interested then please email a covering letter and your CV to jobs @ acuity-ets.com

Guest Blog Post – Cyber Duck Share Their Eye Tracking Experiences… August 27, 2013

Posted by Jon Ward in Uncategorized.
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Our friends over at Cyber Duck (http://www.cyber-duck.co.uk/) have been Tobii users for quite a few years now and often speak at conferences and at their own events about the way they integrate eye tracking into their user testing. Below Matthew shares a few of their thoughts on how the get the most from eye tracking and user testing…

10 ways to improve your web eye tracking studies

Web eye tracking technology offers valuable insights into how users behave when navigating a website or application. At Cyber-Duck we have been conducting our own in-house eye tracking studies since 2008; enhancing
our usability testing processes and ultimately bettering our offering as user experience (UX) specialists. At Cyber-Duck we use a Tobii T60 eye tracker hooked up to a Dell Precision M4500 laptop with Tobii Studio installed. Whilst your eye tracking tools and approach will inevitably differ from our own the tips in this article will be equally valid to your business as they are to our own.

Best Practices

1.    Find appropriate recruits

The best kind of participants for any kind of usability studies are real users, current or future.

Whilst a client may wish to recruit participants from within their organisation for various reasons, it is important that they understand this is only appropriate if the project being tested is an internal tool for members of the organisation to use. However, if the project is a public facing website or application, testing staff members and stakeholders would not be representative of real end users and this will limit the effectiveness of the study.

It is also important to ensure diversity within test participants. If all recruits are sourced from the same organisation or profession, it is likely that they share similar user traits, which when tested could be detrimental to the findings of your studies. These similarities could result in some issues not being detected, or assumptions being made about a website based on what could be a minority of user behaviour. By testing a diverse pool which includes likely user groups (age, demographics and profession) you eliminate the risk of producing misleading data.


2.    Test up to five participants

Eye tracking tests do not need to be conducted on a vast amount of participants. In most cases, provided the test has been well-designed, the first five participants will identify around 80% of usability issues. The first few participants will identify most issues with the website or application. After this, the major issues have been identified and any new issues that arise will become less frequent, and usually have less of a negative impact on user experience.

It is a good idea, if your budget allows, to consider implementing eye tracking tests throughout the project lifecycle. This allows for issues rectified following the first round of eye tracking to be tested and changes validated before the project goes live to the public.


3.    Test-run your equipment

It is essential to do a full check of all equipment before the client test. You should set up all equipment and test the eye-tracking device, the computer you will be using, as well as any software and peripherals you will be relying on well in advance of the testing date. This will allow for maintenance to be conducted if any of the kit needs servicing.

On the day of the test it is always a good idea to arrive early. You want to be able to set up all equipment and have plenty of time to conduct a run through of the test to iron out any issues before participants arrive.


4.    Ensure participants are relaxed

Most participants will have never taken part in eye tracking testing before, therefore it is important to ensure they are at ease before you start the test.

You should explain to them before you start that it is not them being tested but rather the system and so by making mistakes,  they are actually helping you to find issues with the project. Also make it clear that you are there as an observer and not to aid them; it should prevent them from breaking their gaze from the screen and seeking assistance.

Keep task descriptions brief and simple, and refer to specific directions in a slightly abstracted manner to avoid inadvertent clues on how to accomplish the tasks. For example if as part of the test, the participant needs to sign in to their account and the button is labelled “Sign in” you could ask the user to “log in” to avoid giving away too much of a clue.

It is important to ensure that the testing environment is suitable. Ideally, the participant will forget their surroundings and their observer due to their concentration on the task at hand. If possible it is advisable to have a dedicated testing lab which promotes the optimum environment for testing. However if you have to test on-location here are some tips on how to set up the best field testing environment.

–       Make sure the room is quiet

–       Ensure there is an area close to the testing room for participants to wait.

–       Place notices on the door to the testing room stating where participants should wait and that they should not disturb the testing environment.

–       Have no more than two observers in the room with the participant and if possible have them seated out of the participants sight range.

–       Do not speak and be as quiet as possible during the test.


5.    Printed instructions

It is important that the participant has printed instructions of their task available to them. Whilst you should verbally introduce the task to the user before the test and have on-screen instructions at the start, printed instruction ensure the participant has a constant reference throughout. It also means that participants won’t have to seek advice or help from you to complete tasks.

 Cyber Duck in actrion

6.    Use real information

Encourage participants to use their real personal information when completing web forms in the test. This means that the way the user completes the form is more natural and therefore more useful when making design decisions. Dummy details corrupt the testing slightly as they aren’t a true measure of how long a form takes to complete (all this is actually accomplishing is testing the participants ability to copy information).

When participants use their own details it is far easier to identify problems with the website or application. Individuals differ in the way they enter certain data into web forms, such as telephone numbers. For example, if the dummy data presents a telephone number with no spaces, you may overlook an issue that denies users the ability to input telephone numbers with spaces. Real data can help identify these kind of web form issues. The test should consider how the system expects to receive information, how the user interprets this, and how easily the system can handle alternate formats of data.

Some users may be uncomfortable providing their genuine data. You should ensure you have consent forms ready and that these explain clearly how the participant’s data will be used and assuring them that their data will remain private and is only being used for test purposes. Ensure you have dummy data prepared in case any participants do refuse to use genuine data.

7.    Take detailed notes

Eye-tracking is an extremely valuable way of collecting data about your users. However, the eye tracker will only provide data and information, which needs to be analysed and interpreted by the test initiator. The eye-tracker is unable to provide human insights regarding the data.

This is why it is essential to take detailed and comprehensive notes whilst the tests are being conducted. This enables the tester to record their own insights from observing the tests, such as what aspect of a task caused the participant to pause or hesitate. Notes should also record the participants’ personal details, such as skill level and affinity with using computers. As an observer you will also be noticing patterns in user behaviour which you can only record manually.

It is a good idea to conduct a short survey at the start of the testing session on each participant. This can help you to gain slightly more information about their skill levels and confidence using similar systems, as well as age and English language capabilities. These are all factors which can affect usability, and it is good to have these in mind when assessing participant’s results.


8.    Verbal questions

It is a good idea to follow the test with some verbal questions. The participant will be able to provide valuable qualitative information regarding the product being tested whilst it is fresh in their memory.

Importantly, phrase your questions in a manner which avoids suggesting particular answers, or making assumptions about the answer. This has two benefits. Firstly it encourages the reader to describe their experience instead of giving a yes or no answer. This feedback is often more valuable. Secondly it stops you from suggesting answers to the participant. If a participant is unsure about what is expected of them they may answer with what they think you want to hear.


9.    Present your findings clearly

Ensure that your findings are presented in a clear and accessible away. The client most probably will not have an in depth knowledge of terminology associated with user experience and eye tracking. Ways you can combat this are to:

–       Include a glossary of any technical terms you include in your notes or recommendations. This ensures content clarity for the client.

–       Include your interpretations of visuals such as gaze plots and heatmaps. The client may not understand the importance or significance of these unless it is explained.


10.  Bring a designers perspective to testing

In the same way that you would bring creativity, attention to detail and empathy for participants into designing the product, you should apply these principles to your test. This will ensure a well-designed test and intelligent analysis of your results. This critical analysis will inevitably lead you to stronger solutions.

The New Tobii X2 Eye Tracker – The Smallest And Most Flexible Eye Tracker On The Market! February 11, 2013

Posted by Natasha French in Advertising, eye tracking, Market Research, Marketing, Media, Shopper Research, Technology, Tobii, Uncategorized, Updates, Usability & UX.
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Acuity are proud to present the new Tobii X2 eye tracker – a ground breaking development in delivering the smallest and most flexible eye tracker on the market!


The Tobii X2-30 Eye Tracker (available in Compact Edition and Wide Edition) is a revolutionary small eye tracking system, powered by the latest generation in innovative eye technology from Tobii.

The Tobii X2 family comprises of eye tracking systems at 30 and 60 Hz. The X2 can easily be clipped on to a laptop, a PC monitor, or even a tablet for a compact and is our most portable system yet!

Research anywhereSmall footprint accommodates truly portable solutions and enables expansion of eye tracking from lab to real-life environments.

Supreme efficiency Ease of set up and operation paired with very robust participant tracking allow for cost efficient studies.

Trust your data – Unparalleled tracking accuracy within a revolutionary large head movement box ensures reliable and valid research results.

Choose between the Compact Edition and the Wide Edition – depending on your specific study context!

The Compact Edition is a smaller version of the eye tracker, measuring 184 mm (7.3’’) in length. You can use it as your portable lab or for studies that require a small eye tracker to track what participants see on:

  • Laptops and smaller PC monitors up to app. 22’’
  • Tablets and mobile phones (dedicated mobile device accessories will be available soon)
  • Small real-world interfaces

The Wide Edition is designed for studies that require larger gaze angles (up to 37°) and enables studies that involve larger stimuli, being able to track interfaces such as:

  •  PC monitors up to app. 27’’
  •  TV
  • Projections and simulators
  • Large real-world interfaces

Acuity are offering both rental and purchase options. As always for more information please contact the Acuity team at; sales@acuity-ets.com or (0)1189000795!