Tobii T/X Series

1. Tobii T/X Series Eye Tracking for Web and Virtual Worlds 1

2. Tobii Technology • Tobii is the world leader in solutions for eye tracking and eye control • Founded in 2001 • Headquarters based in Stockholm, Sweden • Additional Offices in Norway, Germany, Japan and USA • Resellers and partners world-wide • Growing very fast with profit (several Deloitte Awards) • About 150 people today

3. Tobii Technology GmbH, Germany • Tobii Technology GmbH in Frankfurt am Main, Germany • Founded in 2007 • In charge for the German market as well as for the Dutch, Austrian, Swiss and French market. • Sales and consultant representatives available on local markets

4. 4 different business areas: • Usability and market research • Scientific research • Assistive technology • OEM Technology

5. Usability Testing and HCI Research Usability and HCI research on • Web pages • Software • Handheld devices • Physical products • Interactive TV • Testing methodology • Quick or in-depth eye tracking analysis • In parallel with think-aloud, observations and interviews

6. Market Research Advertising design testing on a variety of media: TV commercials Print advertising In street advertising Web advertising Packaging Product placement …

7. Psychology Research Psychology and physiological experiments, such as: Studies of autism, ADHD, schizophrenia General psychological response studies Infant research Reading studies Studies of ocular-motor behavior and vision deficiencies

8. Assistive Technology Primary users are people with disabilities such as: • Cerebral Palsy • ALS (Amyotrophic Lateral Sclerosis) • High level spinal injuries • Multiple Sclerosis MyTobii enables individuals with special needs to communicate using only their eyes. • Allows to interact through printed words, symbols, speech or voice output • Individual solutions for individual needs • MyTobii is easily adjustable to meet needs • Try-out tools

9. OEM Technology • Automotive • A break through within automotive safety! • Excellent complement to Head Up Displays • Tutorial for drivers safety awareness • Your Imagination • The sky is the limit! Arcade Gaming • Opens up a New world of gaming possibilities • Faster interaction • More reality in interaction and simulations • Attract your customer Computers • Present in high end laptops in 5 years • Stereoscopic (3D) Display • Increased speed of operation • A third hand to work with • Faster learning techniques

10. Tobii T/X Series Eye tracking – general information 10

13. 90% oftheinformationforwardedtoourbrainareinformationfromthevisualcortex • Retina communicatestobrainat 10 Million bits per second • Oureyesaretheonlypartofourbrainexposedtoourenvironment Senses >11 million Bits/sec Consciousness 10-40 Bits/sec

14. Manyrod cells (Stäbchen) Many cone cells (Zapfen) The Human Eye

15. Vision 0° 1-2° 5° • In real life the regions are asymmetric • E.g.,in reading so-called Perceptual span (size of the effective vision), is 3-4 letter spaces to the left of fixation and 14-15 letter spaces to the right • 1O of visual angle is roughly equivalent to 3-4 letter spaces Foveal Parafoveal Peripheral

16. Why do user testing? New services/products have to be intuitive. It is hard to change behaviors. People don’t read instructions and manuals The target group is often large and their abilities vary a lot Users don’t have time to learn how to use new services/products. Best way to get information about the end users is to test the product in an early stage under supervised conditions Usability and concept/content tests can be conducted during the whole development process

17. Why Eye Tracking? Clear additional insights into behavior More information/data Measurable behavior Objective results Hard deliverables, data and images What can we learn from eye tracking? Most fixations Gaze time First fixation Fixation order Movement between fixations (saccade)

18. Fixation Saccade The area of foveal vision

19. Tobii Studio • Static gaze plot visualization • Adjustable time frame options • Numbered gaze points and marked startand end points • Single and multiple gaze plot visualization • Additional information with mouse over • Areas of interest overlay option

20. Tobii Studio • Powerful heatmap tool with heatmaps, gaze opacity and 3D heatmap • Editable heatmap options • Areas of interest overlay option

21. Tobii Studio • Automatic generated areas of interest clusters • Self defined areas of interest

22. Tobii Studio • Powerful statistics tool for analysis • Graphs, tables or data export available • Adjustable statistical metrics • Demographic filters applicable

23. Tobii T/X Series Eye tracking on the web WWW. 23

25. First seconds on a web page Fixation count1,5 sec Fixation count0,5 sec Fixation count1 sec

26. What does people focus on during a task?

27. Think aloud Retrospective Source: Dr L Ball, Lancaster University

28. Tobii T/X Series Eye tracking in games and in virtual worlds 28

31. Tobii T/X Series Vielen Dank für Ihre Aufmerksamkeit Bei weiteren Fragen stehe ich Ihnen natürlich gerne zur Verfügung: Robertino Pereira • Account Manager Mailto: Robertino.Pereira@tobii.com Callto: + 49 69 24 75 03 4 15 Mobile: + 49 172 14 911 34 31