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Some examples in mr
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Biometrics
Electrocardiogram (ECG/EKG) – Cardiovascular activity
Electrodermal activity (EDA) – Skin conductance level(SCL)
Respiration – Respiratory rate; Respiratory Sinus
Pupil indices – pupil dilation and blink rate
Electrogastrogram (EGG) – Gastrointestinal response
Electromyography (EMG) – Facial Electromyography
(FEMG)
Electroencephalography (EEG) – Brainwave
Positron Emission Tomography (PET
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ARF Review
Innerscope research
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7. Esomar 2009 MTV Gaming Study
Casual gaming commands 95% - 99% focused attention of the player
Video pre-roll ads are significantly more effective when they are placed in front of action, instead of cognitive, games. :
ESOMAR 2009
Inspiring change
Innovative methods and integrated advertising
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Inner
ESOMAR 2009
Inspiring change
Innovative methods and integrated advertising
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Electrocardiogram (ECG/EKG) – Cardiovascular activity
• Electrodermal activity (EDA) – Skin conductance level
(SCL)
• Respiration – Respiratory rate; Respiratory Sinus
• Pupil indices – pupil dilation and blink rate
• Electrogastrogram (EGG) – Gastrointestinal response
• Electromyography (EMG) – Facial Electromyography
(FEMG)
* • Electroencephalography (EEG) – Brainwave
• Positron Emission Tomography (PET)
emsense
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Next up!
How eye trackers work
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12. Eye tracking: The early days
You might be surprised to learn that eye tracking has been around for over 100 years. In the early days, eye tracking was a complicated endeavor used primarily by psychologists and physiologists. Do you think the mom’s and kids in your groups would sit for something like this?
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13. Tobii eye tracking advancements
Plug and play
Non-intrusive
Robust and reliable
Works with glasses
and contacts
Well, fortunately with Tobii Technology, they don’t have to.
TOBII has made eye tracking PRACTICAL and ACCESSIBLE with
Plug and play SETUP and OPERATION
NON-INTRUSIVE design - No chin rests, bite bars, head restraints
ROBUST OPERATION in a system that tolerates head movement, blinks, some interference (like from a raised hand)
Accuracy or bias error = the difference between the measured point and the actual gaze point. Accuracy varies depending on lighting, calibration and the eye characteristics.
Spatial resolution or noise = The frame-to-frame variations of the measured gaze point
Long-term drift = the deterioration of a calibration that occurs over time. Caused by changes in the characteristics of the eyes.
Head movement compensation error = Occur when a person moves the head. Compensated in Tobii eye-trackers.
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14. Shallow dive into the technology
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15. Pupil Centered Corneal Reflection
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Dark Pupil Effect
Caucasian
Asian
Off-axis
Dark Pupil
Reflection
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Bright Pupil Effect
Caucasian
Asian
On-axis
Bright Pupil
For LARGE pupils, BP is as good as DP
But for SMALL pupils, BP poor due to coaxiality
Reflection
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18. The right eye tracker “4U”
Next up!
The right eye tracker “4U”
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19. Integrated systems – T-Series
Fully self-contained testing station
Familiar, natural usage
Fast & easy setup/takedown
Easy to transport
Web, documents, apps,
simulations
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21. Modular systems – X-Series
Eye tracker only
Flexible configurations
Demanding setup process
3-D environments
and virtual reality
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The X-Monitor Mount
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24. Head-mounted - Glasses
Eye tracker embedded in glasses
Quick setup and use
Free roam any
environment
In-store and more,
sky’s the limit!
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Thank you!!
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