Study to explore driver interaction with signage at motorway speeds

The Outdoor Media Association (OMA) has commissioned eyetracker to undertake a study to explore how drivers visually interact with traffic signage and outdoor advertising in a motorway environment.
In the past, live driving studies have been difficult to carry out because eye tracking equipment wasn’t designed to be portable or respond to different lighting conditions. However, the tetherless and lightweight Mobile Eye eye tracking system is tailor made for performing in-vehicle driver studies in a real-world setting. It is responsive to bright or dappled sunshine and performs just as well in conditions where there are reflections and shadows.
Commenting on the study, principal Peter Brawn said: “This study is another prime example of how the Mobile Eye has opened up a new range of research possibilities in live driving and in-vehicle studies. The Mobile Eye means this type of research is now really straightforward and practical to undertake.”
The research will be carried out during 2009.

Contact us for more information on the Mobile Eye.