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 ww.aci-institute.com.

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.

Objective Eye Tracking at AS4SAN conference in Sydney

Objective Eye Tracking was a Gold Exhibition Partner for this conference. The conference was held at the University of Technology, Sydney.

AS4SAN is an interdisciplinary society devoted to the study of central nervous system mechanisms (e.g. neural, hormonal, cellular, genetic) underlying social and affective behaviour in the context of both normal development and functioning and clinical disorders.

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We were doing demos of the Tobii Glasses 2 as well as other screen mounted eye trackers. We also had a 15 minute presentation slot to talk a bit about how eye trackers work and where they can be used. Thanks to all the professors, students and other delegates who stopped by to say hello and share your ideas.

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Are you using eye tracking as a differentiator in your marketing?

Edith Conan University in Perth is! In psychology, Dr. Shane Rogers and his honours students are using 2 pairs of Tobii Pro Glasses 2 in a unique and exciting way, to understand how two people interact with each other.

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Using the eye tracking research methodology is such a novel and exciting way to conduct psychology research that the marketing department of ECU has caught on and used it to promote the psych course. Check out their awesome marketing campaign below!

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New marketing campaign by ECU, featuring the Tobii Pro Glasses 2

Stay tuned! As Shane will be sharing his research with us as it progresses!

P.S Check out how ECU has used the Tobii Pro Glasses 2 in a previous research study investigating the similarities and differences on the Aboriginal Australians ways of seeing the world to non-Aboriginal ways.

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 infosg@objectiveexperience.com or +65 67374511. The Future is Now.

 

The Eye Tracking way: a new training and assessment method

“Many traditional assessment strategies in medical education rely on tabulating learners’ scores in order to obtain grades,” says Dr. Szulewski (Queen’s University Professor, Emergency Medicine). “In the real world, medical learners are faced with the need to make many decisions in a short time period, which increases their cognitive load and puts a strain on working memory. We have shown that we can now measure cognitive load in an unobtrusive way during medical assessments.”

There has been increasing interest in using alternative methods to teach and assess medical students and young doctors. Is there a better way to show medical students what exactly they need to look out for when diagnosing a patient or conducting a surgery other than diagrams and auditory listening? Written and practical examinations also have its shortfalls, especially since the actual working environment these future doctors will work in are high-pressured and the decision-making process differs when they are in a high-pressured setting versus an examination laboratory in a university.

Already there are some educators looking towards eye tracking as a tool to help teach medical subjects and assess students with. How is that done?

Visual learning

Educators are able to easily show visually by way of videos that contain eye tracking gaze data what students are supposed to see and do. Students can observe, mimic, and adapt what their educators do much more easily this way than compared to educators describing their techniques by finger-pointing.

Novice versus Experienced

Assessment is a major component in any form of learning. Eye tracking metrics can be used to assess who is a novice practitioner and who is more experienced. In the University of Arizona, Krupinski et al. (2006) have tried using eye tracking on light microscopy for diagnostic pathology and found differences between fully trained pathologists and medical students/residents. Others have also tested the usage of eye tracking to assess surgical skills (e.g. Lee et al., 2010; Zheng, Jiang & Atkins, 2015), abnormalities search on radiographs (e.g. Turgeon & Lam, 2016), ultrasound-guided regional anesthesia (UGRA) (e.g., Harrison et al., 2016) and even optic disc examinations (e.g. O’Neill et al., 2011). As research progresses, algorithms can be developed to assess medical students’ performance in their diagnostic and even surgical tasks. Having a quantifiable tool to assess expertise can be a useful in comparing educational interventions, which can potentially improve the rate at which students developed expertise.

The potential of eye tracking being established as a valid and reliable method of teaching and assessment grows as more research is being done in this area. With products like the Tobii Pro Glasses 2, this method becomes increasingly accessible in a natural environment.
The future of education is here.

Tracking the Shopping Experience

It’s so awesome to see how eye tracking is being used by so many people!

A group of Industrial Design students from Nanyang Polytechnic had the opportunity to use the Tobii Pro Glasses 2 to research how people shop at Scanteak, a furniture store in Singapore. For an experience design class, the students wanted to understand how people navigate through the store, and how they go about finding products within the store.

Using eye tracking, they were able to capture video data of where people went to within the store and what people looked at and did exactly.

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Nanyang Polytechnic students involved with this eye tracking project assignment.

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.