TobiiGlasses
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Cleveland Indians want to put ads where fans can see them
Advertisers and sponsors are extremely valuable to all professional sports teams, and thus it is very important to keep them engaged with the fans. In an effort to make this happen, the Cleveland Indians recently partnered with Tobii, a maker of eye-tracking glasses, to conduct a study that could determine what exactly folks look at throughout their time at Progressive Field. The MLB team says it gave 47 fans a pair of Tobii Glasses to use during the span of three days, which were worn as they watched games from various seating areas at its ballpark. Essentially, using the Tobii Insight research program as the basis, the goal was to see how much time participants spent looking at the main scoreboard and other dynamic signage. In theory, this would detect just how valuable certain locations are inside the stadium -- so, the easier it is for you spot it, the more it could potentially cost for a company to put an ad there.
New eye-tracking glasses show others what you're looking at in real time
Researchers and marketers often want to know what catches your eye, whether it's players on the basketball court or just a new shampoo at the store. They may have an easier time figuring this out with Tobii's latest eye-tracking headset, the Tobii Glasses 2. Besides providing a much wider field of view than the original eyewear, the new design has a front-facing 1080p camera that lets observers see whatever you're focused on in real time -- they'll know right away if something gets your attention. The four eye-facing cameras and new software also offer more precise gaze data than the last time around.
Eye tracking Tobii Glasses enable 'fully valid research' from a bodaciously styled pair of shades
If you're looking to get in touch with some styling cues you left behind in the '80s, or perhaps just perform a study on effective product packaging, Tobii Technology would like you to get a load of these. They're called Tobii Glasses, a pair of eye-tracking specs that look a little less obtrusive than some others we've seen, but despite that are also a bit less practical. These glasses pack a VGA camera, write to a hip-mounted unit with SDHC storage, and rely on IR emitters that apparently must be scattered about the field of vision that the researcher is looking to study. Those emitters enable very accurate and reliable monitoring of where the research participant is looking, making these possibly an ideal accessory for all you marketing research managers out there. Update: We got a note from Rasmus Petersson at Tobii Technology indicating that, indeed, the glasses can be used without the IR transmitters -- you just lose some automation when it comes to data aggregation at the end of the study. So, married dudes, look out if your wife buys you a new set of specs for your birthday.
