Autonomous Eye Tracking: An Objective Observation Research Method

News Flash (March 2016): We are excited to announce Google‘s case study about our recent TV research with Ipsos.  https://www.thinkwithgoogle.com/infographics/are-people-watching-my-tv-ads-australian-advertising-in-skippable-world.html

Have you ever wanted an unobtrusive, un-moderated and objective method of conducting an ethnographic or contextual inquiry research? Especially in private settings like in people’s homes, Autonomous Eye Tracking research method is very powerful.

At Objective Experience in Sydney, a ground-breaking project brought us inside the home, with first-person video recordings plus simultaneous 50Hz gaze tracking. Over 100 people brought home a pair of eye tracking glasses (Tobii Pro Glasses 2), calibrated and recorded what they did around the home by themselves.

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The qualitative insights garnered from this study was unparalleled in terms of recording and observing natural behaviour. The traditional observation study usually requires a researcher to be stationed within the subjects’ homes/environment observing, which adds an amount of pressure and bias on the subject. Autonomous eye tracking removes that element of bias and is still able to accurately record what the subject does and look at.

Would you like to try out autonomous eye tracking on your customers? Drop an email to Luke Goh at lukegoh@objectiveexperience.com to know more.

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