Retail eye tracking

Orbbec and Eyeware partner to enable 3D eye tracking with consumer cameras

  • April 9th, 2020 - Orbbec, the worldwide developer and supplier of 3D cameras and motion sensing technology, and Eyeware, the Swiss-based eye tracking technology company on a mission to bring attention sensing solutions to multiple industries, partner up to enable industries like retail, simulators and academic research with eye tracking for consumer depth sensing cameras.

By combining Orbbec’s line of advanced 3D cameras and Eyeware’s robust eye tracking technology, the partnership’s core mission is to pioneer eye tracking software coupled with powerful hardware.

Retail eye tracking

Shopper insights will be simplified and made more affordable using consumer grade sensors and eye tracking data. The Astra Embedded S is an optimal choice for use on the shelf or in kiosk setups that require compactness. The retail industry can now collect continuous GDPR-compliant, anonymous data from thousands of people, without the need for calibration and eliminate the necessity of any head mounted gear. Gaze paths, time to purchase and number of views for a specific AOI (area of interest) are some of the insights gained.

Specific industries like retail, academic research and training simulators, are now accessible for eye tracking insights to everyone, everywhere through consumer 3D cameras.” Click To Tweet

“Eyeware provides a premium technological eye tracking know-how to allow for more use-cases and solutions of understanding people and machines. Specific industries like retail, academic research and training simulators, are now accessible for eye tracking insights to everyone, everywhere through consumer 3D cameras.” said Agnes Zheng, Director of Sales, Orbbec.

The use of affordable hardware is enabling eye tracking for training simulators that have been restricted by expensive eye-tracking solutions so far. Training sessions are enhanced through eye tracking data for visual checks, shortening the length of training by offering feedback for critical trainee events, correct prioritisation by assigning data for looking at the right objects, at the right time and in the right order.

Academic research is empowered to progress in human-machine interaction, clinical research or human behaviour research. With no headgear or glasses and using low-profile Orbbec sensors, gaze-paths, time of fixation and how observers respond to a change are now measured in real time or for later analysis.

Use cases that previously haven’t been economically viable, are now unlocked using cost-effective, commercial depth sensors to track the human gaze in the open space. Click To Tweet

“Use cases that previously haven’t been economically viable, are now unlocked using cost-effective, commercial depth sensors to track the human gaze in the open space. We’ve partnered with Orbbec at CES 2020 to demonstrate 3D eye tracking with the Orbbec Astra Embedded S and we are happy to continue our journey together to empower new industries with eye tracking capabilities, enabling machines to see the world in 3D and allow more natural interactions.”, shared Bastjan Prenaj, CBDO and co-founder at Eyeware.


Melexis Eyeware collaborate for DMS

Eyeware and Melexis collaborate on 3D ToF sensor-based eye-tracking solutions for driver monitoring systems

3D Time-of-Flight sensor-based eye-tracking solutions for Driver Monitoring Systems - Melexis

Tessenderlo, Belgium, 17 March 2020 - Eyeware, the Swiss-based 3D eye-tracking technology company on a mission to bring attention-sensing solutions to multiple industries, and Melexis have joined forces to create an advanced driver monitoring system (DMS). The DMS leverages Eyeware’s attention-monitoring technology, which uses Melexis’ new MLX75027 3D Time-of-Flight (ToF) sensors with VGA resolution, to enable robust eye gaze and head tracking for in-cabin driver monitoring, even in sunlight.

The DMS leverages Eyeware’s attention-monitoring technology, which uses Melexis’ new MLX75027 3D Time-of-Flight (ToF) sensors with VGA resolution, to enable robust eye gaze and head tracking for in-cabin driver monitoring, even in sunlight.

As a pioneer in the field of eye-tracking, Eyeware uses 3D Time-of-Flight cameras to overcome the limitations of infrared-based tracking technology. The company has developed its algorithms using proprietary strategies that are based on data-driven machine learning approaches, making it applicable in systems using low power, cost-effective and compact sensors.

MLX75027 3D Time-of-Flight sensors with VGA resolution - Melexis“This collaboration demonstrates the robustness and wider range of head movement that can be achieved using ToF technology, compared with current driver monitoring systems,” said Gualtiero Bagnuoli, Product Marketing Manager, Melexis. “Melexis' MLX75027 3D Time-of-Flight sensor with VGA resolution, used in the demonstrator, employs a high modulation frequency (20-100MHz) to drive the IR illumination. Along with the patented pixel design, this means the sensor is almost completely unaffected by light, resulting in robust and reliable operation under changing conditions, such as sunset.”

The range data provided by the 3D Time-of-Flight sensor is used to further enhance the reliability of the head and gaze tracking capabilities of the system, enabling it to monitor a very wide range of head movement. The VGA 3D ToF sensor requires a minimal footprint, allowing it to be easily integrated into the rear-view mirror assembly.

“Although the resolution of the 3D Time-of-Flight sensor is lower than current driver monitoring system cameras, the DMS needs just one MLX75027 VGA 3D ToF sensor to track both driver and passenger,” explained Bagnuoli.

Eyeware - 3D eye-tracking technology companyKenneth Funes, CEO and co-founder, Eyeware, added: “We can localize eyes well, even under low resolution settings or under large head movements. Our technology also operates in a multiuser environment, to monitor car interiors with multiple passengers. This latest demonstrator shows our technology is very robust, coping well with changing lighting conditions. Eyeware is bringing these unique traits to the DMS market to make 3D eye tracking a reliable and competitive technology to be considered.”


driving simulator training

How to Innovate Driver Training Simulator Systems with Eye Tracking Attention Insights

Eye tracking technology can help professionals in the automotive industry design better driving simulators and training programs. By generating and analyzing driver attention metrics, driver’s simulator manufacturers and trainers alike can ensure a safer experience behind the wheel and on the road.

Even more, a 3D eye tracking driving simulator setup, in particular, provides unprecedented insights into visual attention, situational awareness, and habitual driver behavior.

We’ll break down current industry challenges and the solutions 3D eye tracking brings to the table below.

Problem: Driver Training Programs Challenges

The global driving simulator market is projected to experience remarkable growth within the next five years. As of late, some countries have even made simulator training compulsory for all future drivers.

Still, in spite of the continuous development of the driving simulator industry, manufacturing companies and driver instructors face a series of challenges and limitations in training programs.

Driver Attention Guesswork

From a psychological point of view, a standard low level simulator does not have the capacity to reveal and measure a trainee’s attention and cognitive load.

To put it simply, as a trainer, you can evaluate the what – learner’s actions – but not the how or why – attention, perception, intention. This applies to both regular driving habits and instinctive actions in emergency situations. You can only guess, probe, and assume the reasons.

Unearthing the root cause of a trainee’s behavior is critical for monitoring, identifying, and correcting potentially dangerous habits.

Trainee-trainer Communication Gaps

The average driver’s simulator environment requires the trainer to be positioned behind the trainee. In terms of communication, this creates a two-way block:

  1. Inadequate assessment – not being able to see where the learner is looking and if he or she is going through the proper visual sequences.
  2. Environmental distraction – if the trainee knows that the supervisor is behind them, he or she will be unconsciously pressured to act and react in an unnatural manner.

However, by using a 3D eye tracking software solution like GazeSense, the trainer won’t even have to be in the same room as the learner during practice sessions. Our software facilitates the remote and non-intrusive monitoring of eye movements and visual attention in real time.

 

Reach out to our team via direct message to find out how 3D eye tracking can assist your company in generating powerful driver attention insights in simulation training.

 

Excessive Use of Resources

A lack of accurate driver attention data results in a considerably greater investment in training programs.

Trainees require more time to learn and trainers more time to assess performance. Even when the training process is technically complete, the trainer won’t have a full understanding of the learner’s behavior.

In addition to this, the financial resources allocated for training will only increase in proportion to the necessary time invested.

driver training simulator

Source: Wikipedia

Nevertheless, a data-centric approach with eye tracking technology can cut costs across the board.

Solution: How a 3D Eye Tracking Driving Simulator Environment Can Help

So, we know what some of the main issues manufacturers, trainers, and other auto simulation professionals are confronted with. We also know that a viable solution is creating a 3D eye tracking driving simulator environment for training programs.

But on a specific level – how does the technology enable companies to better understand driver attention and behavior? What data and metrics are involved? Why are the subsequent insights so valuable in driver’s education?

With 3D eye tracking, driving trainers and simulator manufacturers can:

Detect Onset of Fatigue and Drowsiness

According to research conducted by the NHTSA, sleepiness behind the wheel leads to human performance impairments like “slower reaction time”, “reduced vigilance, and “deficits in information processing”. The Transport Accident Commission adds that driver fatigue results in approximately 20% of all car crash deaths.

A driver-trainee’s eye movements and gaze patterns can reveal clear signs of drowsiness. 

If they experienced fatigue during a session, the trainer will have concrete data to connect the cognitive state to the learner’s performance and emphasize the importance of rest prior to driving.

Correct Driver Behavior and Habits

How often does the trainee-driver check mirrors? What about the speedometer? When a distraction arises – whether visual, manual, or cognitive –, what is the response? These questions would be impossible to answer without knowing when and where the driver is looking.

automotive eye tracking

In order to address unwanted driving habits and develop effective ones, you can use eye tracking data for a hands-on approach to behavior correction. You can not only see what the trainee checked but also what dashboard elements they ignored entirely.

Build Situational Awareness

3D eye tracking allows you to test a learner’s instincts in unforeseen circumstances. You can assess and work on how they react in low visibility conditions, such as heavy rain or snowstorms. Additionally, you can increase accident prevention by evaluating performance in case of vehicle malfunctions or other emergencies.

Developing situational awareness as part of a driver’s simulator program is imperative for ensuring immediate appropriate reactions during unexpected events.

Monitor Performance Progress

By collecting gaze tracking data throughout the training program, the trainer is able to compare the learner’s performance from session to session. The data is streamed in real time and, after that, stored for subsequent evaluation. Therefore, the trainee’s behavioral and cognitive progress will be easier to track and review.

eye tracking driving training simulator example

Moreover, there is no need to resort to assumptions or risk encountering flawed data. 3D eye tracking metrics are accurate, easy to decipher, and objective. This allows the supervisor to take an unbiased and competent stance in the training relationship.

Create Realistic Driver Training Environment

In the case of a low level driver’s simulator, it can be challenging to recreate the conditions of a full car cabin. Be that as it may, 3D eye tracking provides all the necessary tech components to form and monitor a natural and immersive driving experience.

The lack of headgear or other bulky recording devices removes distractions from the trainee’s environment. From there, all the learner has to do is focus on performing the right visual sequences and reacting to the virtual simulation elements.

Evaluate Driver’s Simulator Design

On the manufacturer’s part, it is essential to design, develop, and build a simulator that is as true-to-life as can be. The dashboard, controls, and interactive elements all play a decisive role in how a person undergoes a driver training program.

driver simulator

Source: U.S. Air Force

Despite research and A/B testing efforts, there will always be improvements that only a real trainee experience can reveal. 

By analyzing metrics that pertain to driver attention (or lack thereof), companies will have the actionable insights needed to re-evaluate designs and build better simulator models.

Provide Hands-on Trainee Feedback

Instead of simply telling a trainee what they did right, wrong, or not at all during a practice session, show them with eye tracking results. This technology forges a stronger and more interactive relationship between trainer and trainee through improved debriefings.

Based on the data output from 3D eye tracking software, instructors can deliver objective and effective feedback, all while engaging the future driver in adaptive learning.

Use Data to Increase Safety

You’ve read the statistics. Don’t risk adding to the already alarming number of car crash accidents and fatalities by overlooking any safety-related aspect in simulation training. 

Whether it be design-oriented or performance-based, every visual, cognitive, and behavioral element contributes to the success or failure of a driving simulator. That’s where data steps in.

driver simulation gaze tracking

Gaze tracking data points out gaps, blind spots, and objects of interest that only the driver-trainee can see when behind the wheel. The only way an instructor can get the same view is by collecting the eye information, generating the data, and transforming it into driver attention insights.

Cut Costs and Time for Driver Training

We already know that eye tracking reduces the amount of financial and time-related resources required for effective driver training programs. However, standard eye tracking almost always requires some sort of headgear that increases the overall investment rather than lowering it.

3D eye tracking, on the other hand, quite literally has no strings attached. If you have a consumer 3D camera, all you have to do is implement the affordable software to start monitoring trainees’ eye movements. 

As far as equipment, hours, and human resources go, it’s the most cost-effective asset for driving simulators.

Upgrade: GazeSense, Our 3D Eye Tracking Software for Driver Attention Metrics

Our team has developed an accessible solution for an engaging 3D eye tracking driving simulator experience. GazeSense advances human-machine interaction, facilitates a realistic training setting, and creates the optimum conditions for driver simulations.

Non-intrusive Driver Attention Monitoring

In a driver’s simulator, just like in a real-life scenario, any additional distractions are inadmissible. To ensure the trainee’s focus is only on the driving task at hand, we have designed our software to be independent of eye tracking headgear.

You don’t need glasses, you don’t need headsets, you don’t need an eye tracker device of any kind. When paired with a subtle 3D camera, our software automatically records eye movements from a distance. The camera can be positioned up to 4.3 feet (1.3 meters) away from the trainee on the dashboard and accurately collect driver attention data.

Testing Environment Adaptability

A competent driver needs to be prepared for any lighting conditions on the road, whether driving in broad daylight, the middle of the night, or low-light weather.

3d eye tracking for driving simulator training

Therefore, our 3D eye tracking solution can be adapted to recreate any authentic driving setting. Its low-light compatibility makes it ideal for tracking in any dim or bright practice environments.

Livestream Attention Data

During training sessions, the supervisor can observe driver attention as it is being distributed within the driving simulator. 3D eye tracking ensures real-time data output, allowing corrections to be made on the spot.

After each session, the attention data can be saved for providing face-to-face trainee feedback.

Heatmaps, Gaze Plots, and Additional Metrics

In order to interpret eye tracking data, you need to output it in a comprehensible format for both trainer and trainee. This is where metrics and visual representations come in.

For example, driver attention heatmaps, opacity maps, and gaze plots are easy-to-use tools for understanding driver attention. In the case of heatmaps, you can see the elements that were regarded as the longest and most often in “hotter” tones, whereas those that were ignored appear in “colder” shades.

Opacity maps are based on a similar principle, but using dark and bright regions, respectively blurry or in focus ones. Gaze plots depict the trainee’s visual sequence as he or she looked at each component within the simulator. You can also assess dwell time, i.e. how long the learner spent gazing at a particular object.

3d eye tracking area of interest

In order to generate these representations, 3D eye tracking software delimits the elements intended for analysis as areas of interest (AOIs) and 3D objects of interest.

Auto Calibration in Driving Simulator Setup

Standard eye tracking solutions require an extensive and imprecise calibration process. It’s pretty much a hit or miss, and if you miss, your driver data will be flawed and unusable.

With a 3D alternative like GazeSense, the trainee is automatically and correctly calibrated. This allows trainers to save even more time in the preparation process, allocating more resources towards the actual training sessions.

As for the overall setup, you just need to secure a commercial depth-sensing camera in the driving simulator and connect it to a computer with the software installed. After you quickly map the 3D objects and areas of interest, you can instantly start streaming and storing visual attention information.

Accurate Driver Attention Insights

Numerous studies have proven the accuracy, precision, and quality of eye tracking technology when the setup is properly calibrated. At the end of the day, a data and evidence based approach to driver’s education will lead to insights that can reshape statistics and create safer experiences for drivers, passengers, and pedestrians alike.

 

👉 Build the simulators of tomorrow. Train drivers to achieve high performance under any circumstances. Use 3D eye tracking technology to gather these invaluable driver attention insights.

Send a message to our Customer Success team to discover how you can personalize and integrate our software solution to accelerate your driving simulation experience.

 

Featured image source: Wikipedia


The Power of Eye Tracking Studies: What Type of Research You Can Do in Different Industries

Eye tracking studies are at the forefront of groundbreaking research in a multitude of industries, with applications in business and academia alike.

With the help of remote 3D eye tracking, companies can generate invaluable data, insights, and results for their clients to better understand their products, services, and customers. The same technology enables academic researchers to conduct non-intrusive studies in any environment, with any number of participants.

Stay tuned if you want to find out how 3D eye tracking studies can help your organization gain powerful attention insights, specifically. 

What Types of Studies Can You Do with Eye Tracking?

You can run a broad range of 3D eye tracking studies for both qualitative and quantitative research in virtually any industry. It all depends on your objective, whether it’s oriented towards people, products, safety, convenience, or all of the above.

A few types and eye tracking studies examples are:

  • Buyer psychology studies – Conduct data-based shopper research to understand your customers’ needs and create a personalized shopping experience.
  •  In-store marketing studies – Manage shelf space, store displays, and promotional campaigns based on what your customer wants to see and where they want to find it.
  • Pre-launch packaging testing – Evaluate the effectiveness of packaging design prior to product release to increase the opportunity for sales.
  • Employee performance studies – Prepare both new and experienced flight crews or drivers by testing their situational awareness, habitual reactions, and overall performance in the cockpit in emergency situations.
  • Infotainment & technology research – Improve human-machine interaction (HMI) in driver monitoring systems by studying the impact of augmented reality (AR) heads-up displays (HUDs) and gaze-controlled virtual dashboards.

Regardless of your industry, you’re bound to find at least a handful of 3D eye tracking use cases to support your research endeavors.

Current trends in eye tracking research point to retail, automotive, and aviation as innovative new players on the scene that have been optimizing their businesses by doing eye tracking studies. Click To Tweet

Results range from obtaining data-driven shopper insights for retailers to understanding performance in vehicle and flight simulators for trainees.

 

Let’s explore what types of eye tracking studies you can do in every industry and what research results you can gain:

  1. Retail Eye Tracking Studies

As a retail professional, predictive analytics is a core tool for understanding shopper behavior, customer journey, and purchase intention. But where does eye tracking come in the picture? It fuels retail analytics & shopper insights.

heatmap example for 3d eye tracking

3D eye tracking is one of the few ways retailers can get an objective, accurate, and natural peek into their customers’ minds.

 

Consumer Research Studies

You have to be able to offer the best possible shopping experience for your customers. To do so, eye tracking studies investigating attention are an actionable solution for ensuring convenience and satisfaction.

By studying your shoppers’ gaze patterns, you know what products sparked their interest and which ones were ignored altogether – all with precision, all in real time. You experience their buying process first-hand, from browsing to purchasing, directly through their eyes.

Using 3D eye tracking technology for retail studies, you have immediate access to:

  • Every step in your customer’s journey
  • Unbiased attention data from your real shoppers
  • In-store optimization insights you can extend to all digital channels

How?

Through GazeSense, the 3D eye tracking software our team has developed to help retailers connect with their customers on a new level.

Instead of conducting retail eye tracking studies with paid participants, distractive headgear, and in unnatural environments, GazeSense lets you easily collect accurate data:

  • Non-invasive – No glasses, no headsets, just one single cost-effective, consumer-grade, depth-sensing camera.
  • Remote – Record eye movements from a distance of up to 4.3 feet (1.3 meters).
  • Anonymous – Real customers, real buying data, full anonymity, all in compliance with GDPR.
  • Continuous – Stream gaze tracking data from thousands of customers as they shop. You can also store the data to further analyze it later on.
  • Effortless – No calibration necessary, set up the camera on a shelf or PoS (point of sale), map your areas of interest (AOIs), and start monitoring – in minutes.

Contact us to learn more about how our 3D eye tracking software can help you innovate your retail business with sales-generating shopper insights.

Design Studies

To convert these insights into sales, you need to ensure the optimum shopping environment.

In other words, every visual and organizational element in your store has to go hand in hand with your customers’ interests.

After running eye tracking studies, you will have the data necessary to make significant improvements to your store. This data will help you rethink your merchandising strategy, starting from shelf level and ending with PoS.

At the shelf, your eye tracking attention insights will allow you to determine:

  • How to assign shelf space and distribute items and product categories based on interest
  • Which packaging designs, color schemes, and branding approaches resulted in the most sales

eye tracking heatmap in retail

Expanding to the design of your overall store, the data helps you figure out:

  • How to configure your store layout according to your shopper’s journey
  • What store aisles receive the most visual attention
  • Which displays, ads, and promotions attract and retain the most customers

2.   Automotive & Aviation Eye Tracking Studies 

Natural human-machine interaction (HMI) is the foundation for the automotive and aviation applications of the future. Click To Tweet

The better drivers and pilots will be able to communicate with vehicles and aircrafts, the safer the experience will be for everyone involved.

And 3D eye tracking is a vital first step.

Cockpit simulators equipped with 3D gaze tracking technology provide a secure and realistic environment for effective training programs. This is how.

Driver & Pilot Training Studies

Whether on-road or in-air, unforeseen circumstances demand technical expertise, fast decisions, and heightened situational awareness. Without adequate training, the consequences are dire.

Particularly in the fields of aviation and automotive, integrating eye tracking studies into employee training programs can support adaptive learning, prevent potential accidents, and increase on-the-job performance.

The benefits of driving and flight simulators with a 3D eye tracking setup are numerous:

  • Trainees can practice uninterrupted, without any distractions, in a true-to-life setting
  • Trainers can observe employees from afar, without interfering, outside the cockpit
  • Eye movements and gaze patterns of drivers and pilots indicate their flow of attention, instinctive reactions, and problem-solving process, in any scenario or visual conditions
  • Fewer training hours, costs, and errors in the long run

 

Employee Performance Assessment Studies

In a simulation program, debriefing is just as critical as the training itself. Eye tracking research provides you with all the tools you need to give your trainees evidence-based, actionable feedback.

Upon completing a training session, you can show the trainee how they performed, as opposed to simply telling them what went right and what didn’t. The trainee will see exactly what, when, how, and where they instinctually distributed their attention.

Among the insights eye tracking reveals both during and after simulation training are:

  • Objective indicators of situational awareness (extreme weather, technical issues, emergencies)  
  • Habitual driver/pilot actions, such as looking at certain controls or panels
  • Opportunities to improve training methods

Even more, a simulator with an eye tracking setup enables you to provide on-the-spot feedback whenever needed. As the gaze data streams, you can alert the trainee about any immediate operations that have to be performed or guide them with instructions as necessary.

Our gaze tracking software can simplify and optimize your training programs by allowing:

  • Your trainees to drive or fly without any uncomfortable tracking glasses or headgear that could influence their performance
  • You to position the camera anywhere within the cockpit to track and save attention data after every session
  • Your company to develop a data-centric, trainee-focused simulation program for safer flights/drives and increased performance

Other industries that can use 3D eye tracking technology for innovative studies and research include:

3. Medical Eye Tracking Studies 

In the fields of neuroscience and psychology, eye tracking can play a pivotal role in the early diagnosis of severe mental health disorders. 

 

For instance, a new study at the Loughborough University shows that eye tracking research can help predict the development of Alzheimer’s disease. Another study points to eye tracking as solution for testing molecular diagnostic test reports in the context of cancer care.

4. Education Eye Tracking Studies

Educators can use 3D eye tracking to study learning behavior and improve classroom experience for students of any age group. 

 

One eye tracking study on learning materials shows how multimedia tools can be more or less efficient based on their design. But eye tracking research can also aid in evaluating teacher learning methods, for example.

5. Academic Eye Tracking Studies

Seasoned academic researchers can view their studies from a different perspective with eye tracking technology. Regardless of the research objective, gaze tracking provides a fresh angle for revisiting a previous study or tailoring the approach for a new one.  

What Data Can Eye Tracking Study Results Give You?

So, you’ve decided to incorporate eye tracking as an asset for your research company, but what’s next? What do you need to know before conducting an eye tracking study? What data can you expect?

Our software outputs a number of visual representations and metrics that help you determine the findings of your eye tracking studies:

  • Areas of Interest (AOIs) – Whether in bright (retail stores) or dim lighting conditions (flight/driving simulators), you can map multiple 3D objects and areas of interest for attention analysis.

  • Attention heatmaps – Using a variety of hot and cool tones, heatmaps reveal the AOIs that received the most and least visual attention.

what is eye tracking

  • Opacity maps – Similar to heatmaps, opacity or focus maps accentuate attention density by depicting lighter/clearer or darker/blurrier areas accordingly.
  • Gaze plots – As a key tool for behavioral research, a gaze plot shows the order in which a shopper or trainee viewed the pre-defined AOIs and objects of interest.

5 Eye-opening Takeaways from Gaze Tracking Research

When all is said and done, your eye tracking study findings can uncover business improvements and growth opportunities that you might not have ever reached otherwise.

The visual attention data you generate and the subsequent insights are decisive in understanding cognitive processes – why people think the way they do in key situations.

 

What has eye tracking research taught us thus far?

1. Attention, interest, intention, and behavior are all interconnected.

In any industry, in any application, there is the tried-and-tested cycle of attention, interest, intention, and behavior. If an object, such as a product or control dial, catches a person’s attention, it will capture their interest. 

The longer/less it holds their attention, the more interested/uninterested they will be, thereby revealing their intention. In turn, their intention determines their future actions, with uncanny accuracy.

2. Eye movements directly indicate reactions and responses.

Whether in a retail store, flight simulator, or any other natural setting, a person’s gaze will always be indicative of behavior. 

This fact can be crucial in high-stress situations when a driver or pilot needs to solve technical problems or navigate in weather conditions with poor visibility. Even in a relaxed environment, like a store, gaze patterns can predict how customers will respond to marketing messages, product placement, and category distribution.

3. Design matters. A lot.

On that note, conducting 3D eye tracking studies enables you to assess the impact of any visual elements. It also confirms that design is essential in attention acquisition and retention. 

No matter if it’s an advertisement, a cockpit simulator, or anything in between, eye tracking will assist you in optimizing your design strategies.

4. Real participants and realistic test settings provide immeasurable research value.

Standard eye tracking imposes a series of limitations on the quality of studies. Eye tracking headgear, recruited participants, and unnatural environments all contribute to the risk of observation bias, formally known as the Hawthorne effect

With remote, non-intrusive, 3D eye tracking, you can study multiple people anonymously at the same time, in real time. The results are objective, accurate, and driven by data. Click To Tweet

5. Data is at the center of improvement.

In the end, the guesswork that comes with an artificial research setup can send you down a rabbit hole of flawed findings, imprecise methods, and involuntarily biased participants. 

On the other hand, 3D eye tracking works exclusively with data-powered insights that result in effective business growth.

 

👉 Ready to try the next generation of research studies? Contact our Customer Success Team to take the first steps towards evidence-based innovation with 3D eye tracking technology.


eye tracking heatmap in retail

Predictive Retail Analytics: How to Use Data to Understand Shopper Behavior and Grow Sales

Predictive analytics is one of the biggest retail trends of the year, and it’s here to stay. It is a fundamental branch of business intelligence (BI) that uses past data to predict future actions and generate insights.

Predictive analytics for retail lets you take proactive, data-based steps towards improving the shopping experience and be in sync with the ever-changing customer landscape. Click To Tweet

Regardless if you're a business owner, innovation manager or insight director, being data-centric is the key to unlocking unbiased shopper insight to drive retail growth. Let’s explore how to obtain such data and how to best put it to use.

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