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Tobii Pro now invisibly tracks users’ eyes in VR

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A combined image, showing attention spots where a VR wearer might be looking in a virtual grocery store.

A combined image, showing attention spots where a VR wearer might be looking in a virtual grocery store.

Virtual reality is just beginning to develop the kinds of analytical tools that help marketers determine what works.

This week, eye-tracking research firm Tobii added another tool — one that invisibly tracks users’ visual attention in virtual reality. It has integrated its infrared tech into HTC Vive VR headsets so they are invisible to a user, while its accompanying software development kit (SDK) exports eye-tracking data for analysis.

As CEO Tom Englund noted, this kind of research can determine not only where gamers are looking when they’re shooting aliens, but where shoppers are looking when they walk down a virtual grocery aisle. (See image at top.)

He said that, to his knowledge, this is the first “seamless” eye-tracking solution integrated with VR. Previous Tobii implementations, he said, were “clunky and obstructed your view.” The HTC/Tobii headsets can track anyone’s eyes, even users with glasses, and it refreshes data at 120 Hz.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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