I see Tobii eye tracking glasses as a huge step towards fast and reliable in-store attention testing with similar possibilities that Tobii X series gives in the lab environment.Dr. Poja Shams, Service Research Center, Karlstad University
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Tobii wearable eye trackers used in a real-world retail environment
Karlstad University eye tracking study
Resource Details
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Tobii
Read time
4 min
The Service Research Center (CTF) at Karlstad University used Tobii wearable eye trackers in two different pilot studies regarding retail and consumer behavior. They focused on visual attention and the factors influencing consumer decision making at the point of purchase.
Background
Wearable eye tracking in shopper research
The first pilot study conducted dealt with the contextual relevance of digital displays in the shopping environment. The purpose was to test the effect of different display framing on sales and visual attention to further explore the contextual relevance of in-store information. The researchers agreed that wearable eye tracking adds great value to the development of experimental design in the retail environment.
Method
Benefits of wearable eye trackers
The lightweight recording unit and the simple, fast calibration made the data collection process easy and smooth.
The Live View function allowed the test leader to perform real-time adjustments of the experimental setup during the testing.
The Tobii Pro Glasses Analyzer software cut the typical analysis time by 90% with the gaze mapping function.
The second pilot study was aimed at understanding how consumers are affected by the use of mobile phones in retail environments and if they can use mobile devices to navigate in the store.
Conclusion
Researchers were able to easily see what customers were doing with their mobile devices and how attention towards the retail environment was influenced by this interaction using the wide-angle viewing area of Tobii eye tracking glasses. The results of this research will later be used in a large-scale experiment by the university.
Related information
Resource Details
Written by
Tobii
Read time
4 min
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