Seeing into Screens- Eye tracking and the moving image

Seeing into Screens- Eye tracking and the moving image is now out through Bloomsbury.

The book is a project coming out of the Eye Tracking the Moving Image (ETMI) research group that was set up in late 2013 by Jodi Sita and Sean Redmond. Their aim was to bring together a group of researchers from different disciplines to examine gaze behaviour on screen using eye tracking. The group, mostly compromised of Melbourne based researchers in both the arts and the sciences,  grew out of a desire to foster collaborations between the arts and (neuro)sciences to explore how eye tracking could be of use to the analysis of film scholarship. This is outlined in How We Came To Eye Tracking Animation: A Cross-Disciplinary Approach to Researching the Moving Image.

This new book, Seeing into Screens, grew directly out of these collaborations and was edited by 4 members of the ETMI group; Tessa Dwyer, Claire Perkins, Sean Redmond and Jodi Sita.  In Seeing into Screens,the collection focuses on work collected from eye tracking studies while watching the big screen and is analysed to assess what viewers dwell upon as well as what areas are left untouched. The book includes chapters by Jonathan Batten & Tim J. Smith, a well-known eye tracking researcher, as well as contributions from Paul Atkinson, William Brown, Stephen Doherty & Jan-Louis Kruger, Tessa Dwyer & Claire Perkins, Wendy Fox, Lauren Henderson, Jared Orth, Pablo Romero-Fresco, Sarah Thomas, Adam Qureshi & Amy Bell,  Ann-Kristin Wallengren & Alexander Strukelj and from the founders of ETMI; Sean Redmond & Jodi Sita

In addition ETMI work has been published in a special edition of the online journal Refractory(#25, 2015), a special issue of the visual journal [In]Transition- The Poetics of Eye Tracking (2017) and also in a recently published collection Making Sense of Cinema: Empirical Studies into Film Spectators and Spectatorship (2017); Edited by CarrieLynn Reinhard and Christopher Olson.

Members of the group continue to work on cross-disciplinary projects, from examining children watching animation to experimental work with sound and movement, to the influences of subtitles and narrative. This new book is an important contribution by this group and in the field of eye tracking in general.

Continue reading

Our favourite read: Eye Tracking the User Experience: A Practical Guide to Research by Aga Bojko

Among all the books that discuss about eye-tracking and user experience, our personal favourite has to be:


Eye Tracking the User Experience

A Practical Guide to Research

By Aga Bojko

As you might have expected, this book will teach readers how to do eye-tracking studies the right way, choosing the right device, analysing and presenting the right way, and so on and so forth…..Yes, it virtually covers every aspect of what you need to know and consider before adding eye-tracking to your research toolkit.

Richly illustrated and clearly witten, this book stands apart from similar books in that it presents information in an approachable and accessible way. Despite all the technical bits, reading it certainly did not give us the feelings of reading a textbook!


However, the main reason why we like this book is the main theme that runs throughout the book: “Think first, Track later”. Aga Bokjo advocates that eye-tracking will not always be the most appropriate research methodology, unless the data it generates can be used to answer particular research objectives. Check out an excerpt for the book here.

By being brutally honest about the real benefits and limitations of eye-tracking, this book offers a refreshing take on the controversial research method. Coming from a background that blends rigorous academic research with an abundance of UX industry experience, Aga Bokjo gives us “actionable insights” and guidance to adopting (or not) the eye-tracking research methodology. Because of the scientific rigour that Aga Bokjo tries to instill in readers, this book appeals not only to the UX industry, but to the academic world as well.

Do you want to find out how eye tracking can help your research? Do drop by Objective Experience and pick up a copy of the book. Alternatively drop us an email at for a knowledge sharing session.

We’re saving the Planet! Objective Eye Tracking and Prof. Gemma Calvert secure a grant from The Institute on Asian Consumer Insight!

We are proud and excited to announce that Objective Eye Tracking is collaborating with Prof. Gemma Calvert and her team of researchers at Nanyang Technological University on a grant project awarded by The Institute on Asian Consumer Insight (ACI).

This ground breaking research project will seek to understand Asian consumers’ sustainable living perceptions and how that translates into their shopping behaviors. The project tackles key strategic topics under the Possible Future Worlds research initiative at ACI. The mission for this project is to better understand how we can reduce the impact that humans have on Planet Earth.

We will probe into the consumers’ subconscious attitudes and emotions about sustainability, recycling and eco-shopping using cutting edge methods including the Implicit Reaction Time tests and Eye Tracking with the Tobii Pro Glasses 2. These methods will help us uncover new insights that are not easily accessible via regular self-report measures and derive new solutions that will help change human behavior and make a difference.


About ACI (The Institute on Asian Consumer Insight)

aciACI was created to help international brands understand Asian consumers and develop business strategies to succeed in Asian markets. By applying the latest market research methods, including psychometrics, biometrics and data-driven approaches, we tap into the deep-seated cross-cultural and often subconscious influences on consumers behavior so that our clients can predict their responses across different Asian markets. ACI also conducts and sponsors research on all aspects of Asian life and disseminates many of these findings on their web-based knowledge platform, Insight+.  For more details about ACI, how we can help your company to better understand your target Asian audience, or find out more about our educational programs, please visit us at

ACI is a joint initiative between the Singapore Economic Development Board (EDB) and Nanyang Technological University (NTU) and is hosted at NTU.

About Objective Eye Tracking

oetObjective Eye Tracking are the leaders in Eye Tracking in the Asia Pacific Region. We sell and rent Tobii Eye Trackers to universities, market research agencies, corporates, UX and usability companies across South East Asia, Australia and New Zealand.  We have a team of passionate Customer Experience Consultants who aim to improve the experience of a brand, across every touch point (both online and offline), and are the leaders in using eye tracking technology to uncover unconscious insights which can be used to improve the customer experience.

Video Highlights from Understanding Human Behavior with Eye Tracking workshop

The Understanding Human Behavior with Eye Tracking workshop was held in the Institute on Asian Consumer Insight (ACI) in Nanyang School of Business (Nanyang Technological University) on 21 March 2016. Check out the highlights in the videos below! We’ve also included the interviews with the individual speakers had with our CEO and ACI Fellow, James Breeze.

Three speakers (Dr. Adam Roberts, Haojiang Ying, and Shannon Chia) spoke about how people navigated in indoor environments using certain architectural cues, how people paid covert attention to and perceived emotions with limited facial information, and what athletes paid attention to while playing their sport (badminton) when compared to novices.

Interview with Dr. Adam Roberts

Interview with Ying Haojiang

Interview with Shannon Chia

Eye Tracking the Future – Mixed Reality

Following our previous blog post on the Virtual Reality, we are taking a step ahead to explore Mixed Reality (MR, sometimes also known as Hybrid Reality).

What is Mixed Reality (MR)?

Essentially, MR refers to the merging of both real and virtual reality to create an environment which enables physical and virtual objects to co-exist and interact in real time. Traditional MR has been the main driver for Simulation-based Learning (s-learning), whereby it is used to train apprentices in technical domain, often involving high real-world risk, such as medical procedures, pilot training and military training. MR allows substantial replication of certain aspects of the real world, thus providing a safe, yet realistic, environment to acquire the necessary skills that would be otherwise difficult to acquire in real world settings. If by any chance that you are confused by what is VR, AR (Augmented Reality) & MR, click here (or here) to untangle yourself from the technology jargons.

Current state and the future of MR

Thanks to the publicity and accessibility of current VR technology (notably cheaper and lighter VR Head Mounted Display (HMD) such as the Oculus Rift), MR has been gaining more public attention, as it can provide a more realistic immersive virtual environment than just VR alone. Building on the advantage of using MR in skills learning and findings from scientific research, technology companies has been building “mixed reality classroom” systems (see this article also) to penetrate the rapidly growing EdTech market. Other than learning, MR would also inevitably be the next big platform in the video-gaming industry, which was projected to be the largest market for MR in the next 10 years by Goldman Sachs. The more interesting potential for MR actually lies in the workplace setting, in which Microsoft and Object Theory are working together to build an MR system with the HoloLens for business-related remote collaboration. This not only marks the start of a new form of communication, but also a new form of workplace in the future.

Eye Tracking & MR

Eye tracking is one of the most important research tool that is used in researching driving behaviours and identifying potential hazards that would affect driving safety. Coupled with driving simulators, an eye tracking study can help to study driving behaviours (e.g., visual scan patterns, hazard perception) in risky situations which are impossible to assess safely in real world driving study. Eye tracking in driving simulator studies can also be used as an objective form of comparison with real world driving, enabling designers and engineers of the simulator system to assess whether the driving in the particular simulator indeed resembles real world driving, and whether simulator training indeed translates to real world benefits.

Likewise, eyetracking can be incorporated into other forms of MR simulators easily to help study human behaviours in other potentially hazardous situations. Below are some other examples where eye tracking is used in simulators for various other domains.

Pilot Training Simulator

Flight Control Simulator

Retail Environment Simulator

With the advent of new MR technology and systems, eye tracking can be a powerful tool that can be easily incorporated not just for scientific and market research but also to offer insights into system improvements for better experience.

As you may have known from reading the articles in our blog, eye tracking can be used in a wide variety of research. Check out Tobii Pro’s youtube channel, or continue reading our articles on this blog for more ways you can put your eye-trackers to good use!

If you are interested in how eye tracking can help you and your business, drop us a line at or +65 67374511. The Future is Now.


Thank you to everyone who attended the Eye Tracking workshop and discussion

Thank you to everyone who attended the Understanding Human Behavior with Eye Tracking workshop held at the Institute on Asian Consumer Insight (ACI) in Nanyang School of Business (Nanyang Technological University). We heard from a variety of speakers (Dr. Adam Roberts, Haojiang Ying, and Shannon Chia) about how people navigated in indoor environments using certain architectural cues, how people paid covert attention to and perceived emotions with limited facial information, and what athletes paid attention to while playing their sport (badminton) when compared to novices.

Everyone then shared and discussed about eye tracking methodologies, ethical issues, capabilities of the devices, and research ideas. We hope everyone learnt something here, because we at OE certainly did!


Major thanks to Prof. Gemma Calvert and Samantha Wan in ACI for their efforts in putting this event together.

The event was captured on video! Stay tuned, we’ll share that very soon!

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.

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.


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 to know more.