Eye-tracking technology

Computer Science Engineering (Cloud Computing) ASU

DELL CAMPASSADOR : MYPCMYSTORY CONTEST

Presented by :CFE – (IFS) Anitya Gupta

Contents:

» Why Eye Tracking?» Eye Tracking Metrics» Tobii Eye technology» Basic operating principles» Applications» Advantages & Disadvantages» A type of Demo» Conclusion

Why eye tracking?

TO UNDERSTAND HUMAN BEHAVIOR AND THINKING!

With an Eye Tracker we know exactly where a person is looking

We get clear additional insight behaviour of

Our eye .

Tobii Eye technology: Tobii Technology is a Swedish high-technology company that develops and sells products for eye control and eye tracking.

Eye Tracking Metrics

First fixation Most fixations Gaze time Fixation order

Basic operating principles

Tobii eye trackers use near infrared diodes to generate reflection patterns on the corneas of the eyes of the user.

These reflection patterns, together with other visual information about the person, are collected by image sensors.

Pupil Corneal reflection

Applications: TV commercials

In street advertising

Web advertising

Etc…

A Type

of D

emo o

n Adv

ertisi

ng

Gaze plotOriginal image for Magic face

Each “bubble”is at least 250 milli second. The size of the bubble reflects the length of the fixation.

HOT SPOTS

Across all participants ,the visible areas in the ad reflect the areas we looked at the longest

Face&Body Headline Tagline Product Image

Brand Name0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

4.3

3 2.8

1.5

0.5

O/P chart

Result of Gaze Time

Revised Image for magic face Gaze plot (revised image)

HOT SPOTS: Results: Average gaze time

Headline Face&Body Brand Name Product Image

Tagline0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

4.3

3.53 2.8

2.2

O/P chart

Headline Face&Body Brand Name Product Image Tagline0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

4.3

3.5

32.8

2.2

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4.3

0.5

1.5

2.8

Comparison of “pre” and “post” Ads : Average Gaze Time

Series 1 Series 2

Advantages & Disadvantages of Eye Tracking

➢ The equipment is expensive➢ Calibrating the equipment takes time

➢ Eye movement is faster than other current input media➢ No training is required of normal users➢ Can determine where the user’s interest is focused automatically

Conclusion :

➢ Developing video games and graphics.

➢ Maximizing controllers’ efficiency in vehicles driving.

➢ It is Helpful for handi-cap people when there is no option for hands and speech

1. It helps in making the community to get the new diversion to achieve the heights.

2. New programming language introduced in the market known as qreg which is frequently came into action

in Germany.

3. Tobii is the first company to hit the market with the products and make this technology eye tracking into next level.

4. It was possible for me to be the part of research team with the help of my dell laptop which makes the work easier for me by providing the enough potential which no system provides.

5. It was me and my laptop which walks together and make everything possible.

Thank You