www.tobii.com 1 tobii t/x series eye tracking for web and virtual worlds
TRANSCRIPT
www.tobii.com 1
Tobii T/X Series
Eye Tracking for Web and Virtual Worlds
www.tobii.com
Tobii Technology
» Tobii is the world leader in solutions for eye tracking and eye control
» Founded in 2001» Headquarters based in Stockholm, Sweden» Additional Offices in Norway, Germany, Japan and USA» Resellers and partners world-wide» Growing very fast with profit (several Deloitte Awards)» About 150 people today
www.tobii.com
Tobii Technology GmbH, Germany
» Tobii Technology GmbH in Frankfurt am Main, Germany» Founded in 2007» In charge for the German market as well as for the Dutch,
Austrian, Swiss and French market. » Sales and consultant representatives available on local
markets
www.tobii.com
4 different business areas:» Usability and market research» Scientific research» Assistive technology» OEM Technology
www.tobii.com
Usability Testing and HCI Research
Usability and HCI research on» Web pages» Software» Handheld devices» Physical products» Interactive TV
» Testing methodology» Quick or in-depth eye tracking
analysis» In parallel with think-aloud,
observations and interviews
www.tobii.com
Market Research
Advertising design testing on a variety of media:» TV commercials» Print advertising » In street advertising» Web advertising» Packaging» Product placement» …
www.tobii.com
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
www.tobii.com
Assistive Technology
Primary users are people with disabilities such as: » Cerebral Palsy » ALS (Amyotrophic Lateral Sclerosis) » High level spinal injuries » Multiple Sclerosis
MyTobii enables individuals with special needs to communicate using only their eyes.» Allows to interact through printed words, symbols, speech or voice output» Individual solutions for individual needs» MyTobii is easily adjustable to meet needs » Try-out tools
www.tobii.com
OEM TechnologyArcade Gaming» Opens up a New world of gaming possibilities» Faster interaction» More reality in interaction and simulations» Attract your customer
Computers» Present in high end laptops in 5 years» Stereoscopic (3D) Display» Increased speed of operation» A third hand to work with» Faster learning techniques
Automotive» A break through within automotive safety!» Excellent complement to Head Up Displays» Tutorial for drivers safety awareness
Your Imagination » The sky is the limit!
www.tobii.com 10
Tobii T/X Series
Eye tracking – general information
www.tobii.com
www.tobii.com
www.tobii.com
» 90% of the information forwarded to our brain are information from the visual cortex» Retina communicates to brain at 10 Million bits per second» Our eyes are the only part of our brain exposed to our environment
Consciousness 10-40 Bits/sec
Senses >11 million Bits/sec
VisualsOther
www.tobii.com
The Human Eye
Many rod cells
(Stäbchen)
Many cone cells(Zapfen)
www.tobii.com
0° 1-2° 5°
Parafoveal
Peripheral
Foveal
Vision
» In real life the regions are asymmetric » E.g., in reading so-called Perceptual span
(size of the effective vision), is 3-4 letter spaces to the left of fixation and 14-15 letter spaces to the right
» 1O of visual angle is roughly equivalent to 3-4 letter spaces
www.tobii.com
Why do user testing?
» New services/products have to be intuitive. It is hard to change behaviors.
» People don’t read instructions and manuals» The target group is often large and their abilities vary a lot» Users don’t have time to learn how to use new services/products. » Best way to get information about the end users is to test the
product in an early stage under supervised conditions» Usability and concept/content tests can be conducted during the
whole development process
www.tobii.com
Why Eye Tracking?
» Clear additional insights into behavior
» More information/data
» Measurable behavior
» Objective results
» Hard deliverables, data and images
What can we learn from eye tracking?
» Most fixations
» Gaze time
» First fixation
» Fixation order
» Movement between fixations (saccade)
www.tobii.com
Fixation
The area of foveal vision
Saccade
www.tobii.com
Tobii Studio
» Static gaze plot visualization
» Adjustable time frame options
» Numbered gaze points and marked startand end points
» Single and multiple gaze plot visualization
» Additional information with mouse over
» Areas of interest overlay option
www.tobii.com
Tobii Studio
» Powerful heatmap tool with heatmaps, gaze opacity and 3D heatmap
» Editable heatmap options
» Areas of interest overlay option
www.tobii.com
Tobii Studio
» Automatic generated areas of interest clusters
» Self defined areas of interest
www.tobii.com
Tobii Studio
» Powerful statistics tool for analysis
» Graphs, tables or data export available
» Adjustable statistical metrics
» Demographic filters applicable
www.tobii.com 23
Tobii T/X Series
Eye tracking on the web
WWW.
www.tobii.com
www.tobii.com
First seconds on a web page
Fixation count0,5 sec
Fixation count1 sec
Fixation count1,5 sec
www.tobii.com
What does people focus on during a task?
www.tobii.com
Think aloud RetrospectiveSource: Dr L Ball, Lancaster University
www.tobii.com 28
Tobii T/X Series
Eye tracking in games and in virtual worlds
www.tobii.com 31
Tobii T/X Series
Vielen Dank für Ihre Aufmerksamkeit
Bei weiteren Fragen stehe ich Ihnen natürlich gerne zur Verfügung:
Robertino Pereira • Account ManagerMailto: [email protected]: + 49 69 24 75 03 4 15Mobile: + 49 172 14 911 34