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Tobii Eye Tracking

Tobii Eye Tracking:

Research with Vision

Cognitive Psychology

Developmental Psychology

Experimental Psychology

Human Computer Interaction

Media Psychology & Industrial Design


Mental Health Disorders

Tobii Eye Tracking

Eye tracking for Eye tracking provides unique insights into visual
excellence. perception and human behavior. Tobii hard-
ware and software have quickly become the
leading state of the art system, providing
unsurpassed testing efficiency and tracking

The Tobii Eye Trackers offer a unique eye color or ethnicity, and high tolerance
platform and opportunity to work with to glasses and contact lenses guaran-
Tobii StudioTM – the most comprehensive tees performance.
gaze analysis and visualization software – Advanced drift compensation guaran-
on the market. Become part of the large tees high tolerance to varying light
community of researchers already using conditions.
Tobii products and share your experiences
and findings with other researchers Flexible analysis tools
through Tobii’s online forum. Rely on easy – Flexible stimuli generation, including
set-up, professional support and training slideshows, moving stimuli, external
services, and focus on what is most video capture, scene camera, web
important to you: your research. pages and more.
– Various data export and filtering
Fully automatic eye tracking options enable data abstraction and
– Ease of operation makes it possible to filtering without removing flexibility or
set up and execute tests without eye access to raw data (Matlab/SPSS
tracking experience. compatible).
– Automatic and robust eye tracking – Powerful visualization and statistics
significantly saves time when conduct- tools allow for high-level qualitative and
ing studies. quantitative analysis.
– Quick and long lasting calibration – Built-in integration to other software
makes each test easy to set up and run. packages (such as E-Prime) provides
additional stimulus generation and
Completely unobtrusive analysis capabilities.
– Great tolerance of head movements
Dedicated infant features
removes all need for chin-rests and
– Customized calibration routines for
other restraints.
babies and other subjects with limited
– Truly remote eye tracking integrated
into normal computer screens with
– Large tolerance to head motion
built-in user camera.
enables eye tracking of subjects who
– Completely natural environment for
cannot be still.
subjects minimizes experimental effects.
– Easy set up of bold, attention-grabbing
– Long studies can be performed without
stimuli containing video and audio.
fatigue for the subject or reduced
quality of data.

State-of-the-science tracking quality

– High tracking accuracy and excellent
head-movement compensation pro-
vides reliable data with high confidence.
– Automatic optimization of bright and
dark pupil tracking, regardless subject’s
Research with Vision

Understand visual Eye tracking is used to answer an endless

perception and array of research questions in fields such
human behavior. as cognitive psychology, developmental
psychology, experimental psychology, neuro­
psychology & mental health disorders,
ophthalmology, media psychology, and
Human Computer Interaction.

Cognitive psychology provide insight into the relationship

Cognitive scientists use Tobii Eye between attention and performance in
Trackers to answer fine-grained questions situations where strong skills or decision
relating to the perception of visual stimuli. making abilities are critical, i.e. driving.
Eye-movement data are correlated to
information processing and problem- Developmental psychology
solving capabilities, in evaluations of Developmental researchers use eye
reading, Human Computer Interaction tracking to explain growth and transfor-
(HCI), and more. mation in cognitive, social and emotional
abilities, spanning the period from infancy
– Study the interplay between visual through young adulthood.
perception and reading-and-tracking-
task performance. – Understand developmental progression
At the infant lab at Uppsala – Identify the cause of poor reading skills, in children’s allocation of attention.
University eye tracking i.e. relations between the control of eye – Measure visual perception related to
studies have identified movements and reading comprehension. understanding and recall.
differences in social
interactions in normal – Study the cognitive process of respon- – Measure infants’ ability to recognize
children and children with dents selectively concentrating on one motion signals when predicting
aspect of the environment while reappearance of moving objects.
ignoring other matter and stimuli. – Investigate relationships between
– Examine human factors in Human control of eye movements and reading
Machine Interaction (HMI) and Human comprehension.
Computer Interaction (HCI).
Eye-movement data help psycholinguists
develop efficient learning programs for
dyslexic children. Eye movements also
Tobii Eye
Eye Tracking

Experimental psychology Through the inclusion of eye tracking in

Eye tracking is an established technique these experiments, researchers can:
in laboratory experiments where human
– Get insight into how selections are
perception and performance are tested
made between task-relevant and not-
in attention, learning, and memory tasks:
relevant information.
– Scene-analysis and visual-perception – Determine if selections are made
experiments based on spatial representation or
Eye tracking experiments – Reaction-time experiments using eye- perceptual objects.
show differences in visual movement responses – Understand visual-attention mecha-
interest and scan paths of
drivers and pedestrians.
– Experiments on the relation of learning nisms underlying lateral masking or
and performing by exploration crowding effects (Flanker test).
– Experiments on how visual information – Reveal social characteristics and
is perceived, stored and recalled in cultural processes (organizational
memory behavior and business communication).
– Face-to-face communication – Create gaze contingent paradigms
experiments with area of interest hit-tests and allow
dynamic user interaction.
Eye tracking experiments have found
differences in visual-spatial working
memory in healthy and damaged brains.
Research with Vision

Media psychology & industrial design

In media research eye tracking provides access to
visual attention, cognitive processes and behavior
of receivers of mediated communication.

HCI & usability research

Eye tracking is a well established technique
for conducting research that embraces cognitive,
pedagogical and social aspects of Human
Computer Interaction (HCI).

Media psychology & industrial design HCI and usability research

– Measure true psychological impact of – Evaluate usability of websites, software,
different media formats and messages. interactive TV and mobile devices .
– Understand human perception of print – Understand human perception of virtual
ads, TV commercials, shopping shelves, environments and computer games.
outdoor ads, web pages and direct – Study cognitive activities in computer-
mailings. supported learning environments.
– Find out how visual elements get and – Get valuable insights into human-
keep the highest attention (or no digital map interaction.
Usability researchers are pairing think-
– Determine the impact of placement and
aloud, observations and interviews with
ability to cut through cluttered scenes.
eye tracking to add detailed, quantitative
In industrial design and industrial ergo- data. Eye movements provide a better
nomics, eye movements provide understanding compared to traditional
important data for improving aesthetics, measures (e.g. success rate, errors) or
usability, engineering, production and subjective feedback (e.g. comments and
marketability of physical products. ratings).
– Optimize design of control panels, – Understand the decision making
digital prototypes, physical products, process.
packaging and labeling. – Find out what visual cues drive users
– Understand what user interface A user that searched for
customer service at this
elements lead to confusion. web site needed almost 50
– Determine conclusively why users fail fixations to find it.
in completing a specific task.
Tobii Eye Tracking

Neuropsychology & In medical diagnostics, use eye tracking to

mental health disorders examine visual-exploration strategies in
Cognitive neuroscientists use Tobii Eye patients with brain damage and neurologi-
Trackers in observations of physiological cal diseases. Investigating control
processes and their correlation with mechanisms of eye movements can
cognitive and emotional influences. provide early indicators for diseases such
as autism, schizophrenia and Alzheimer’s.
– Study the visual processing that takes
place in the brain to allow sight.
– Examine brain activity and eye move-
In the field of ophthalmology, vision
ments simultaneously while people
specialists use eye tracking to study
engage in cognitive tasks (Combination
ocular-motor behavior and vision
of eye tracking with EEG can tell what
regions of the brain are activated in
certain tasks or when faced with – Get information about saccadic
emotionally loaded images). performance or tell how peripheral
– Measure the conditions under which vision reacts to flashing objects and
external visual-stimuli of moderate sudden movements.
intensity capture spatial attention. – Diagnose conditions such as strabis-
– Analyze object-by-object search mus (uncontrolled inward or outward
mechanisms in studies of change eye-movement), amblyopia (lazy eye)
blindness. and glaucoma.
07 Research with Vision

Fellow peers and Tobii Eye Trackers are used in hundreds of

colleagues share their leading research labs worldwide. Below are a
Tobii experiences. few enthusiastic responses from researchers
using Tobii products.

”A consortium of researchers who study “At the Institute of Medical Psychology, and oculomotor anticipation and smooth
cognitive and language development in Medical Faculty of the University of pursuit. The system is flexible and compat-
human infants has been working closely Magdeburg we use a Tobii Eye Tracker to ible with many third-party applications,
with the technical staff at Tobii; collectively study vision and eye movements in brain such as E-Prime, Director, and Matlab,
we have purchased eight Tobii systems. damaged patients undergoing neurologi- which greatly expands its potential. The
Our experience is that the system offers cal rehabilitation and vision restoration calibration routine is friendly to both the
extraordinary ease of use with infants and but we also study normal subjects. One experimenter and the research participant,
young children, especially for calibration important advantage with this system is especially infants.”
and data analyses.” that it provides a natural testing environ- Scott P. Johnson
Richard Aslin ment where subjects can move freely in Professor of Psychology
Professor of Brain and Cognitive front of the eye tracker. With other eye University of California, Los Angeles
Sciences, Director, Rochester trackers, holding the head fixed prohibits
Center for Brain Imaging reliable, long-term recordings and is a “Clemson houses four Tobii Eye Trackers,
University of Rochester too artificial situation. We can adapt the three installed in the eye tracking lab and
program to our specific research one in my office. One aspect I appreciate
“At the Tilburg Institute of Behavioral questions. Our experience with the Tobii is the Tobii’s ease of programmability –
Economic Research (TIBER) of Tilburg system is very positive“. this is where it really shines for me. Tobii
University we are using four Tobii Eye Bernhard A. Sabel, PhD designed the system in a very clever way,
Trackers. We use the Eye Trackers to Professor of Medical Psychology following a client/server model. This
examine moment-to-moment decision University of Magdeburg means that I pretty much have full control
making, such as on websites, or in of the device from within the client
product-by-attribute matrices. We study “We are very impressed with the tracking programs that I write for it. Calibration and
attentional responses to print advertise- robustness, the high accuracy and the use of the tracker is by far much nicer
ments and television commercials. We excellent linearity across the entire than with older equipment.
chose Tobii Eye Trackers because of the screen of the Tobii Eye Tracker. Also, Andrew Duchowski
breakthrough integration with LCD Tobii has been very responsive and Assoc Professor of Computer
screens. This makes eye tracking very professional in supporting our needs.” Science Clemson University
natural and unobtrusive and the eye Jan Ygge
trackers easily transportable. We also Professor in Pediatric Opthamology “The Institute of Psychology, CAS has one
chose Tobii because of the ease of Karolinska Institutet Tobii Eye tracker for the time being, which
calibration. The software is user-friendly is used in the evaluation of websites,
to the extent that essentially anyone can “We have used a Tobii system to record software usability tests and human
be up-and-running in less than an hour. oculomotor behavior in infants, children, attention mechanisms research. The Tobii
We were immediately convinced and and adults since 2003. We have found the Eye Tracker meets our requirements of
have only become more enthusiastic”. Tobii useful for a wide range of questions the engineering psychology experiments
Rik Pieters of perceptual and cognitive development, and is really easy to operate.”
Professor of Marketing including the recording of gaze patterns Sun Xianghong
Faculty of Economics and Business during free viewing, preferential looking Professor of Institute of Psychology
Tilburg University and visual discrimination, visual search, Chinese Academy of Sciences
Tobii Eye Tracking Tobii T60 & T120 Eye Tracker Tobii X120 Eye Tracker

Your complete Tobii Eye Trackers and Tobii Studio™ provide a

stationary or mobile comprehensive system for effective capture
eye tracking lab. and high-level analysis of eye gaze data, a PC
screen, user video and much more.
Tobii Eye Trackers Tobii Studio™ Analysis Software
Tobii Eye Trackers are easy to use, fully Tobii Studio gathers eye gaze data in real
automatic and track basically every time and provides flexible high-level
research subject. High accuracy, analysis tools. Replay your eye-gaze
advanced drift-compensation, large video, calculate eye-tracking metrics and
tolerance OF head movements and visualize eye-gaze data through gaze
optimization of bright and dark pupil- plots, heat maps, video clips and more.
tracking provides you with a natural
testing environment and high quality Tobii Studio includes a range of features
data throughout the entire population. specifically designed to meet your
research needs, such as infant calibration,
Tobii T60 & T120 Eye Trackers are support for scene camera and external
integrated into a 17” monitor, and are ideal video setups, trigger signals, demo-
for all forms of eye tracking studies with graphical filtering, mixed and randomized
stimuli that can be presented on a screen. stimulus, Matlab/SPSS compatible data
and more. Gaze data are combined with
Tobii X120 Eye Tracker is our most flexible recording of user video, sound, key-
system, recommended for studies that strokes, mouse clicks, event logging and
require particular stimuli set-ups, such as other data streams for a holistic view of
a TV or other display, a projection screen, behavior.
or a physical product.
Please request our separate product
Tobii Eye Trackers are the only systems brochures and descriptions for more
that allow you to use E-Prime for design- information about Tobii T60, T120 & X120
ing and running gaze contingency Eye Trackers and Tobii Studio.

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