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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
www.tobii.com
Eye tracking started over 100 years agoRaymond Dodge’s Photochronograph(1871-1942)
Delabarre’s Eye Tracker (1898)
Edmund Huey’s Eye Tracker (1898)
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Eye tracking has come a long way....And has often been very difficult to use….
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From being VERY intrusive and complicated ...(examples of other Eye Trackers used even today ! )
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Tobii:ing VERY Simple and Easy!!!(And also with a very modern, sleek and nice Design!)
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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
www.tobii.com
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
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With Eye Tracking we can actually see what a person is thinking!
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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
www.tobii.com
First eye control computer MyTobii P10
2001 2003 2004 2005 2006
Tobii founded
First sold system
First product, Tobii ET-17
Product launchof 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
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Tobii T/X Series
Newly Launched Eye Trackers from Tobii
Tobii T120 Tobii X120Tobii T60
www.tobii.com
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.
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Eye Tracking is Applicable in many different Areas and Tobii is leading the way and will continue to do so
Psychology andvision research
Usability testing
Eye control for disabled
Eye control for users with mouse armArcade computer games
CAD, Call -centers and other prosumer applications Advanced user interfaces in medical, military and industry
Diagnostics in vision, neurology and cognition
Eye control in consumer computers Driver monitoring and interaction in vehicles
Home computer gaming
Market research
Time / decreasing price sensitivity
Market size
Current stage
Psychology andvision research
Usability testing
Eye control for disabled
Eye control for users with mouse armArcade computer games
CAD, Call -centers and other prosumer applications Advanced user interfaces in medical, military and industry
Diagnostics in vision, neurology and cognition
Eye control in consumer computers Driver monitoring and interaction in vehicles
Home computer gaming
Market research
Time / decreasing price sensitivity
Market size
Current stage
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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...
www.tobii.com
Underlying TechnologyCorneal 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
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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
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Tobii T/X Series
» History & Introduction of the Tobii Technology Company» Underlying Technology – How Tobii’s Eye Tracking Works
AGENDA
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Eye Tracking Metrics
» First fixation» Most fixations» Gaze time» Fixation order» Movement between fixations (saccade)
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First fixation
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Fixations and saccades
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Fixation order
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Time to first fixation
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Most fixations
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Gaze Time
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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
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User experience and usability testing
» Usability and HCI research on
Web pages
Software
Handheld devices
Physical products
Interactive TV
Computer games
…
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A typical example of a Gaze Replay from a Web Study
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Market Research
» Advertising Design Testing on a variety of media:
TV commercials
Print advertising
In street advertising
Web advertising
Packaging
Product placement
Etc…
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Simulated Environments for Behavioural Studies
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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
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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!”
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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!
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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
The brain’s hardwiring makes us more primitive than we think….The three parts of the brain are;
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
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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
Cour
tesy
of S
enso
ry L
ogic
– fro
m o
ne o
f Dan
Hill’
s pr
esen
tatio
ns
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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?
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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
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Why Facial Coding Works ….
Courtesy of Sensory Logic – from one of Dan Hill’s presentations
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Combining Eye Tracking with Facial Coding can be a very powerful tool!
Courtesy of Sensory Logic – from one of Dan Hill’s presentations
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Tobii StudioTobii Demo
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Seeing it through the eyes of the beholder
Here’s WhatEye Tracking can show you
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Seeing it through the eyes of the beholder
First we record where and how people look at the Ad or the Commercial
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Seeing it through the eyes of the beholder
We can then Replay the way people looked at the Ad in a
Gaze Replay
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Seeing it through the eyes of the beholder
You can even capture the persons facial expressions and combine it with the Gaze Replay
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Seeing it through the eyes of the beholder
Visualize where people looked at the Ad through
Gaze Plots
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Seeing it through the eyes of the beholder
Visualizing it through
Heat Maps
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Seeing it through the eyes of the beholder
Visualizing it through
Gaze Opacity
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Seeing it through the eyes of the beholder
Visualizing it with theBee Swarm effectShows where everyone looked at the same time!
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Seeing it through the eyes of the beholder
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Seeing it through the eyes of the beholder
Auto Cluster
AOIs
Areas of Interests
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Tobii T/X Series
A complete Eye Tracking Offering with a Pay-per-Use Concept
www.tobii.com
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
www.tobii.com
ForSight: Pay per use
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Consulting: example – Sensoresearch» Teach companies to use eye-tracking to do shelf testing
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Data collection: Example – RealEyes» Provide/sell eye-tracking data through partners
Eye-tracking data collected in Russell Square, UK
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Methodologies: example – Sensory Logic» Combine eye-tracking with emotional data from facial coding
www.tobii.com
Output from the eye tracker
Timestamp Number GazepointX (L) GazepointY (L) CamX (L) CamY (L) Distance (L) Pupil (L) Validity (L)
20 1 796 74 0,876 0,499 512,857 3,375 0
40 2 789 84 0,876 0,498 511,788 3,46 0
60 3 797 90 0,876 0,498 511,034 3,418 0
Text Export (left eye)
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Tobii T/X Series
» A New Generation of Eye Trackers from Tobii
» Tobii T60» Tobii T120» Tobii X120
Tobii T/X series
www.tobii.com
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
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Tobii T60 Eye Tracker (New!)
User camera built-in to screen
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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
www.tobii.com
Tobii X120 Eye Tracker (New!)
» Same performance as Tobii T120
» Performs eye tracking relative to (projection screens) and physical scenes
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Tobii X120 accessories
» Will be available with different packaged setups Shelf setup Table setup... and several more coming...
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Characteristics overview T60, T120 and X120
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Tobii Studio
» A New Software for Eye Tracking Analysis
Tobii Studio
www.tobii.com
Comes in three (3) different Editionswith a lot of nice features……
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Simple and Basic Workflow – mixing various stimuli in one study
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Great Replay functions and tools ……
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Replay tools cont….Timeline, Event Logging, Segment and Scene Tools and Filters
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Highly Improved Visualization Tools;Gaze Plots, Heat Maps, Bee Swarm with various Filtering and….
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Any shape of AOIs with automatic clustering
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Statistics in Tabel Format or Nice Graphs
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Remote Viewer over IP
Enables you to;» Start & stop recordings from another computer» View the session, including screen, eye movements, video, sound
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Tobii StudioTHANK YOU for your attention!
&
Welcome to stand C-16 for a personal Tobii Demo!