New wireless, HD Mobile Eye XG

With the release of its next generation Mobile Eye XG, it now delivers stunning high-definition with advanced wireless capabilities.

The Mobile Eye XG delivers increased resolution and clarity in a wide range of settings. This sophisticated new lightweight system features a HD scene camera, solid state recording device, and facilitates live and wireless data transmission for fast and easy viewing.

The new Mobile Eye XG is ideal for researchers across a wide variety of fields with a broad range of applications including live shopper studies, pack and shelf testing, driving and in-vehicle studies as well as sports science and training.

For Dr Peter Brawn, senior consultant at eyetracker, it’s a revolution: “The ASL Mobile Eye XG is in a class of its own. The headgear is amazingly lightweight and the cameras are built into ingenious wraparound safety-glasses which do not impair peripheral vision. Where other mobile eye tracking devices use big clunky glasses with extended frames that cut down peripheral vision by about a third, with the Mobile Eye XG vision is clean and unimpaired. In fact, ASL’s Mobile Eye XG is the only mobile eye tracking device that is capable of delivering highly accurate data on active participants in real world environments.”

The Mobile Eye XG is also easy to adjust for any research task. Various scene cameras can be easily interchanged, repositioned and calibrated for difference applications and environments. Participants are able to move freely within the environment wearing a small processing device in a backpack. The Mobile Eye XG is incredibly accurate, its high level of calibration means it can even accommodate small children, participants wearing spectacles and taxing outdoor environments.

When combined with ASL Results and GazeMap analysis software, the Mobile Eye XG offers researchers a complete solution. GazeMap software enables the mapping of environments using object recognition and edge detection rather than low-tech scene markers. “This means researchers can avoid corrupting the true integrity of the scene with markers which affect how people view it, enabling truer results especially in live environments such as supermarkets”, comments Dr Brawn.

For more information, or to book a demo of the new Mobile Eye XG, call eyetracker on 1300 85 32 02.

The article, Hi-tech specs help Reds superboot Quade Cooper see his goal kicking flaws reported that Reds playmaker Quade Cooper will be trailing eye tracking glasses in training exercises while on tour in South Africa. This follows the recent success of Western Force goal kicker, James O’Connor, who has recently experimented with the mobile eye tracking device in an effort to improve his kicking game.

Commenting on the story, Peter Brawn said: “By measuring where an athlete, in this case the flyhalf, looks while performing a goal kick, it’s possible to get a better understanding of the factors that lead to an outstanding kick and then to develop training processes to improve on it. This may be just a minor tweak, or something more intensive.”

For more information on eye tracking applications call eyetracker on 1300 85 32 02.

As the peak body for professionals in market and social research, AMSRS’ seminar will examine how neuroscience and eye tracking are playing an increasingly important role in market research and how technology has advanced the application of findings.

Peter Brawn will discuss how eye tracking studies can successfully complement traditional research methods and provide valuable insights to both online and offline communication. He will be illustrating his talk with recent case studies and examples of how businesses across many different industries are leveraging eye tracking technology in marketing, communication and customer experience research. If time allows, Peter will also demonstrate the mobile eye tracking unit which has revolutionised market research in shopper insight studies as well as enabling live driving/In-vehicle studies, OH&S training and sports science.

The neuroscience presentation will be given by Peter Pynta of innovative consumer research consultancy, Neuro-Insight Pty Ltd and will demonstrate how neuroscience is being used to optimise messaging and media effectiveness.

When and Where:
Thursday 7th April, 7:45 am for an 8am start until 9am.
The Grace Hotel, 77 York Street, Sydney

If you’re interested in attending this event, register at the AMSRS website.

Having opened the doors of his own eye tracking business, eyetracker, in 2007, Dr Brawn has introduced the eye tracking to a large number of businesses and formed alliances with highly respected research firms.

“While eye tracking technology has been around for over 30 years, the time consuming nature of the analysis had put this kind of study out of the reach of many brand managers in Australia”, said Dr Brawn.

“Today of course, with the new levels of analysis sophistication, the accuracy and speed of delivering eye tracking insights means that eye tracking research is becoming mainstream and a standard practice in all forms of market research.”

From website usability to market research studies, eyetracker has successfully demonstrated which aspects of websites or advertising materials grab attention and get remembered and which ones don’t, helping guide critical business and marketing decisions.

eyetracker is being involved in an increasing number of website usability studies. Recent work on retail banking sites involved assessing the way online customers scan websites for product information, offers and prices. These research insights were used to drive website redesign and content strategies.

With eyetracker, it’s not all lab work. eyetracker is completing more live shopper studies using ASL’s revolutionary Mobile Eye to measure the behaviour of individuals in real environments as they navigate and interact in real time.

Headquartered in North Sydney, eyetracker has a highly qualified team with state of the art technology and facilities that include a pack and shelf testing lab, where eye tracking is being used to guide decisions on new products and package redesign. Available to research organisations, this facility can be used to understand how well a package stands out compared to other packages on the shelf in a store environment.

For more information on eyetracker, call Peter Brawn on 1300 85 32 02.

GazeTracker 9 offers the very latest in image, web, user interface and video analysis. Its easy-to-use platforms incorporate state-of-the-art analysis and visualisation tools so eye tracking data can be studied in any analysis mode and visualisations exported as image or video files to add to reports.

For Peter Brawn, senior consultant at eyetracker, it’s exciting technology: “This technology fully streamlines data collection and analysis. It not only provides the right data; it does so quickly which, in this highly competitive world, can sometimes mean the difference between success and failure.”

In usability and market and academic research studies, GazeTracker9 can easily distil mountains of eye tracking data into actionable items. It provides powerful analytical and visualisation tools, displaying the large amounts of data in a powerful and easy-to-understand format.

The powerful tools include heatmaps and spotlights which easily identify which parts of your stimulus attracted the most attention. 3d contour maps form a topographical representation of the eye-tracking data, creating mountains and valleys directly on the stimulus based on where subjects looked. While 3d bar visualisation on LookZones locations can represent metrics such as the total time the LookZone was observed. A playback function displays all captured gaze, mouse and keyboard data showing exactly where the subject was looking. Data can be exported in a variety of formats ranging raw data to fixations, either directly into Excel or to a comma delimited file for easy import into other statistical software.

For more information on GazeTracker 9, call eyetracker on 1300 85 32 02.

Designed in conjunction with Bristol University’s Department of Computer Science, the new analysis program facilitates ease of data collection and coding from the Mobile Eye, with a unique 3-D analysis of the gaze – something previously not possible. The data can be interpreted and analysed quickly and efficiently.

GazeMap effectively defines areas of interest on a static environment and cuts down analysis time exponentially, helping solve the problem of analysing large volumes of dynamic video data. Where typical data analysis may take up to 10x the length of the video, GazeMap completes the same analysis with just a 30 minute setup process followed by a completely automated processing function.

As Australia’s leading exponent of eye tracking software and technology products, eyetracker’s senior consultant, Peter Brawn observed, “The data analysis capabilities really are something else. Using GazeMap, researchers and designers can collect data about eye movements and what people are looking at during routine tasks such as shopping or browsing in stores, dramatically reducing the time needed to analyse and interpret this data.”

GazeMap software has the potential to open up eye tracking research to a whole new market because of its efficiencies.

“It’s really interesting to see what big brands are doing overseas with GazeMap and I’m so excited about bringing this technology to the Australian market. As well as shopper insight studies, the software could also be applied to research in other fields including sports, reading, safety and training – the possibilities are endless,” commented Dr Brawn.

For more information or to see a demonstration of GazeMap in action, call eyetracker on 1300 85 35 02.

The Ehrenberg-Bass Institute for Marketing Science, led by Professor Byron Sharp, is one of the world’s leading centres for research in marketing, making important discoveries about consumer behaviour. Research from the Institute has influenced marketing practice at Fortune 500 companies around the globe.

Peter’s presentation will focus on the use of eye tracking research for marketing applications. He will discuss its far-reaching use in live shopper studies and in pack and shelf testing.

Capturing eye-movement data as shoppers navigate through or browse the aisles of a store is providing marketers with genuine understanding. With eyetracker’s mobile eye technology, live shopper studies are giving marketers new insights into shoppers’ behaviour in-store.

In the lab, testing new packaging and product design is helping optimise development cycles and time to market. By collecting data on an individual’s eye movements in front of a shopping shelf, it can be determined which features best attract attention.

With powerful analysis software now readily available marketers are conducting analysis across many subjects at one time building in-depth insight into how well the product or packing performs against its competitive set. These results are now helping determine final product packaging and design.

As the PepsiCo Professor of Consumer Science at the Robert H. Smith School of Business at the University of Maryland, Michel has close to 30 years of experience in all aspects of marketing research, analytics and analysis for marketing decisions.

He brings a wealth of practical and academic experience in the study of eye-movements for improving visual marketing, including advertising, pack design, shelf testing and web design.

Commenting on the appointment, Michel Wedel said: “I’m really excited about the rapid growth in the use of eye tracking to assess marketing effectiveness across the world. I’ve been applying eye tracking to measure the effectiveness of a wide range of marketing activity since 1992 – everything from package design, to newspaper and magazine advertising to website usability, shelf layout and billboard advertisements. The whole process is becoming so much more affordable and an essential research element for to any marketing director. I’m looking forward to working with the team at eyetracker and developing the methodology further for marketers in Australia.”

Peter Brawn, Principal, eyetracker added: “Michel’s expertise is unparalleled in the industry. He has pioneered much of the methodology and application that we now take for granted. Having Michel on board in an advisory role gives us the deepest and broadest level of specialist eye tracking knowledge in the business.”

eyetracker has formed a partnership with leading Product Management consultancy, brainmates. The new partnership enhances the scope of usability testing available to brainmates clients providing access to accurate, in-depth analyses on how users’ interact with products – where they look and their levels of cognitive engagement.

eyetracker’s research is an affordable testing methodology used to complement traditional market research and usability testing methods. It provides actionable research findings which can be used to guide design decisions during the product planning and testing phases.

“The ability for eye-tracking systems to capture what customers look at, how they move their eyes over a visual, and where their eyes linger will ensure our clients will have the best intelligence available to make the right design and content decisions”, says Adrienne Tan, Director of brainmates.

brainmates’ clients that require assistance in defining market requirements and testing of digital products can have access to eyetracker’s qualified experts and premium technology for high-quality market research and usability testing.

About brainmates

brainmates is a Product Management consultancy that offers ‘on-tap’ product management services to businesses that need to launch or change products quickly in a resource constrained environment. Their Product Management services help businesses remain agile and dynamic in competitive markets. brainmates experience extends to strategic and operational product involvement on numerous telecommunication and new media products and services. Their clients include Telstra BigPond, AUSTAR, UBI World TV, eBay, Fairfax Digital and Yes Optus.

For more information contact Peter Brawn in Australia on +61 2 9962 9637.

The research commissioned by JCDecaux and BAA was conducted at the international departure lounge of Heathrow Terminal 5. It tested passengers wearing the Mobile Eye eye-tracking glasses as they moved freely through the airport. The Mobile Eye monitors a person’s eye movements, pinpointing where they look, collecting point of gaze and pupil information during the performance of natural tasks.

This study found that the screens’ impact at the airport is extremely high with passengers seeing almost 100 DAPs on average on their journey through the airport with movement in the media message confirmed as a key element.

The non-linear way people who are on the move look around their environment is also of note. The report concluded that advertisers should refresh their creative in banks of three to four screens so that passengers can absorb messages before reaching the next bank of screens where the message can be reinforced.

JCDecaux Airport Marketing Director Richard Malton said: “The research provides a new level of understanding about digital media, with important findings that will shape the face of future campaigns at our airports. The eyetracker research has demonstrated the high levels of engagement of the Digital Airport Panels, showing that it is a highly efficient medium with no wastage.

“It has proved that even small movements capture passengers’ attention, which has important implications for the introduction of live feeds and countdowns on our DAPs, to constantly refresh the screens for the eye,” he added.

For more information contact Peter Brawn in Australia or Iain Janes in the UK.