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Empowering your car design with eye tracking data
Designing the ideal driving environment means understanding the person behind the wheel. Eye tracking solutions from Tobii deliver previously hidden insights that allow you to make driver-centric design decisions.
Reveal the data that improves driver interaction
Eye tracking reveals the real-time shifts in driver attention and behavior that influence comfort, safety, and interaction with in-vehicle systems.
- 73%
of driving distractions are linked to poorly designed in-vehicle interfaces.
- 66%
of driver assistance systems
are underused due to lack
of intuitive design.
- 59%
of critical decisions are made with
incomplete situational awareness.
With eye tracking you can
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Optimize focus
Reveal where drivers concentrate most, helping refine interfaces and reduce cognitive load.
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Improve the journey
Enhance driving enjoyment and safety.
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Driver view
Get real-time view of what the driver sees.
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Identify distractions
Recognize distracting interface design features.
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Design
Reimagine design concepts.
How eye tracking works
Eye tracking captures gaze data which feeds a deeper understanding of how drivers interact with the car. Using eye tracking in your research enables more insight into how your design is received in real-time, as well as how you can improve the driving area to be safe and comfortable.
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What your eye tracking study can reveal
Track
Record and follow the gaze of the driver in real world settings, making note of focal points, distractions, and recurring patterns.
Test
See how your infotainment system performs in action. Find out how easy it is to use and how it can be optimized to maintain focus on the act of driving.
Analyze
Use our top of the range software to turn the eye tracking data into real insights. Understand your driver on a deeper level and use this behavior to make better design decisions.
Our products
Our products and services for driver experience
Tobii Pro Glasses 3
Tobii Pro Glasses 3 allows you to capture the visual behavior of drivers behind the wheel. The wide-angle scene camera combined with our eye tracking technology captures exactly what the driver sees without disturbing their natural behavior.
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Tobii Insight
Our global service team has extensive knowledge and expertise in using eye tracking for research. We can run full-scale studies, help you get started, or simply support you wherever you need it.
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Testimonials
Trusted by top automotive brands
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This technology will help us humanize the interfaces, improving the user experience. With it we’ll certainly go a step further in the quality of the infotainment console of the future.
Rubén Martínez
HEAD OF SEAT’S SMART QUALITY DEPARTMENT
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Understanding how drivers visually scan the environment is the basis for developing innovative road safety solutions and measures.
When driving, things happen so quickly, you really don't realize how many decisions we make every second. So, the glasses have been very efficient in looking into what kind of decisions the participant is making.”
Philip Hansson
Owner, SWE Driver Training
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This technology will help us humanize the interfaces, improving the user experience. With it we’ll certainly go a step further in the quality of the infotainment console of the future.
Rubén Martínez
HEAD OF SEAT’S SMART QUALITY DEPARTMENT
When driving, things happen so quickly, you really don't realize how many decisions we make every second. So, the glasses have been very efficient in looking into what kind of decisions the participant is making.”
Philip Hansson
Owner, SWE Driver Training
Expand your knowledge of driver research
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“We may think, for example, that the lower part of the screen is the most accessible, but with the eye tracking glasses, we can discover that, for whatever reason, first they look at the upper part.
SEAT and infotainment design
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Want to learn more?
Our team are experienced in applying technology and research expertise for effective UX research studies.
Let’s talk about how your study might look.