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Tobii wearable eye trackers used in a real-world retail environment

Karlstad University eye tracking study

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The Service Research Center (CTF) at Karlstad University used Tobii wearable eye trackers in two different pilot studies regarding retail and consumer behavior. They focused on visual attention and the factors influencing consumer decision making at the point of purchase.

The background

Wearable eye tracking in shopper research

The first pilot study conducted dealt with the contextual relevance of digital displays in the shopping environment. The purpose was to test the effect of different display framing on sales and visual attention to further explore the contextual relevance of in-store information. The researchers agreed that wearable eye tracking adds great value to the development of experimental design in the retail environment.

Testing Tobii Pro Glasses 2 in retail environment.
I see Tobii eye tracking glasses as a huge step towards fast and reliable in-store attention testing with similar possibilities that Tobii X series gives in the lab environment.
Dr. Poja Shams, Service Research Center, Karlstad University

The method 

Benefits of wearable eye trackers  

The lightweight recording unit and the simple, fast calibration made the data collection process easy and smooth. 

The test leader doing a very quick and smooth calibration with Tobii Pro Glasses 2.

The Live View function allowed the test leader to perform real-time adjustments of the experimental setup during the testing. 

Performimg real-time adjustments using the Live View function.

The Tobii Pro Glasses Analyzer software cut the typical analysis time by 90% with the gaze mapping function.  

A heat map showing where participants focused their attention.

The second pilot study was aimed at understanding how consumers are affected by the use of mobile phones in retail environments and if they can use mobile devices to navigate in the store.  

Glasses 2 used to capture how shoppers use their mobile devices to navigate in the store.

The conclusion 

Researchers were able to easily see what customers were doing with their mobile devices and how attention towards the retail environment was influenced by this interaction using the wide-angle viewing area of Tobii eye tracking glasses. The results of this research will later be used in a large-scale experiment by the university.  

Related information  

Resource Details

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  • Read time

    4 min

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