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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!

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