Eye Tracking — Devices

Eye tracking - wearable eye tracker. Tobii AB

Exhibit 15.6   Glasses — wearable eye tracker. (Source: Tobii AB).

The two most commonly available types of eye trackers are glasses (wearable and mobile) and screen-based (remote or desktop) trackers. Glasses, such as the Tobii Pro Glasses 2 (Exhibit 15.6), are lightweight, weighing about 50g, and allow for tracking of respondents’ eyes as they move freely in a real or virtual setting. These devices come with a wired or wireless recording unit and have 4 eye cameras, with a gaze sampling frequency ranging from 50 or 100 Hz. They are suitable for a wide range of consumer research, including packaging testing, advertising testing, usage studies, and shopping behaviours.

Eye tracking - screen-based eye tracker. Tobii AB

Exhibit 15.7   Screen-based eye tracker. (Source: Tobii AB).

On the other hand, screen-based eye trackers (Exhibit 15.7) are typically mounted under a computer screen and are used in lab settings or controlled location tests (CLT) for testing a wide variety of media, including videos and images, for both online and offline content. These trackers are also used in consumer research for copy testing and packaging testing.

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