Exhibit 15.6 Glasses — wearable eye tracker. (Source: Tobii AB).
The two most commonly available types of eye trackers are
glasses (wearable and mobile) and screen-based (remote or desktop) trackers. Glasses, such as the
Tobii Pro Glasses 2 (Exhibit 15.6), are lightweight, weighing about 50g, and allow for
tracking of respondents’ eyes as they move freely in a real or virtual setting. These devices come
with a wired or wireless recording unit and have 4 eye cameras, with a gaze sampling frequency
ranging from 50 or 100 Hz. They are suitable for a wide range of consumer research, including
packaging testing, advertising testing, usage studies, and shopping behaviours.
Exhibit 15.7 Screen-based eye tracker. (Source: Tobii AB).
On the other hand, screen-based eye trackers (Exhibit 15.7) are typically
mounted under a computer screen and are used in lab settings or controlled location tests (CLT) for
testing a wide variety of media, including videos and images, for both online and offline content.
These trackers are also used in consumer research for copy testing and packaging testing.