Observing people in natural interaction with products and media is for us both ideal and also a challenge. The possibilities that mobile eye tracking offers are extremely diverse and go far beyond laboratory studies. For over 15 years eye square has researched in the area of visual attention at various touchpoints.
It all began with cameras that we attached to bicycle helmets. The subject put on the helmet and we followed behind with a laptop and battery in a shopping cart. That was some real innovative work. Thankfully we have many different possibilities today.
The most significant factor in our time is the glasses. Together with graduates from MIT Massachusetts Institute of Technology we are developing 3D-printed glasses with high-resolution cameras. The principle remains the same: a camera is directed at the environment (World Cam), and one on the pupil (Eye Cam). An algorithm projects one onto the other.
The pupil Eye Tracker is tailored to our needs – HD resolution, a truly lightweight and can be worn for hours, self-calibrating for a quick start even under unfavorable conditions. For us this is a revolution in mobile research. For our clients it allows us to provide totally new study types, costs and timings.
Mobile devices can be tracked particularly well with head-mounted eye trackers. For easy analysis, they are able to automatically detect markers. Each 2-4 markers define a particular device (phone, tablet, TV) or an area (dashboard, newspaper).