A field test with Alex Bloch and Anni Dunkelmann from “auto mobil” uses eye-tracking technology from eye square to examine the everyday usability of digital car mirrors.

Eye tracking helps to measure attention to brands or media in the digital world, track eye movements and understand focus. Thanks to our expertise in market research and eye tracking technology, the broadcaster VOX-TV was able to carry out a practical test evaluating the visibility and safety performance of digital camera mirrors while driving.

As more automakers incorporate not only surround cameras but also digital side and rearview mirrors, which provide an expanded field of view, the need for such assessments grows. In the magazine “auto-mobil” reporters Alex and Anni explored whether traditional analog side mirrors could soon be replaced by digital camera systems.

They tested two vehicles: one equipped with standard analog mirrors and the other featuring digital camera solutions, including an interior mirror that could display a digital image at the push of a button. Their findings revealed which option was superior in both cars, supported by scientific data collected through our partner pupil labs eye-tracking glasses, which meticulously documented gaze patterns during the test.

Discover the deeper insights explained by CTO Philipp Reiter gained through our eye-tracking technology and whether the classic car mirror is on the verge of being replaced by a digital counterpart.

Automotive Experience Research

We have a long history of advising on and optimizing customer experiences for the automotive industry. Check out our research approach, which combines psychological expertise with the latest research methods!

Multi-Screening-Behaviour worldwide

Get a better understanding of how eye tracking is used in research with our global behavioral study on multiscreening with Meta.