Tobii Pro VR integration for eye tracking research in virtual environments

Immersive VR Research

Eye tracking-enabled virtual reality allows you to collect and record gaze data in fully-controlled immersive environments while seeing the virtual world through someone else's eyes.

Why combine eye tracking with VR?

By working with eye tracking in virtual reality, you have full control over your study and know exactly where the participants' visual attention is at every moment of the experience. Any type of simulated environment can be designed, where visual stimuli and research scenarios can be easily and quickly repeated- all in a timely, cost-efficient manner. If you have research questions that cannot be studied in reality due to their dangerous, inaccessible, or distressing nature for participants or that have geographical challenges, these can now be recreated in virtual world.

The VR experience also benefits from eye tracking. By enabling natural interactions through gaze, eye tracking contributes to more immersive and user-friendly experiences in VR. Eye tracking can also be used for Gaze Prioritized Graphics also known as Foveated Rendering.

Application areas

Run cost-effective, time-saving shopper studies with VR

With eye tracking in VR, shopper research studies can be run in fully-controlled virtual environments, without having to bring participants into the store or physically produce materials. Basically, every stage of the consumer journey can be tested in a VR world. Research scenarios and stimuli can be easily replicated, while eye tracking collects visual data from all of the interactions.

These objective and powerful insights into how consumers respond to brand messaging, packaging, and store environments will allow marketers to better understand shoppers' behavior as well as the factors influencing it.

Tobii eye tracking integrated HTC Vive for shopper and consumer research

Treat phobia and anxiety without risky exposure

One way to treat phobia or PTSD is by exposing a person to the object or situation that they are scared of. However, in a lot of cases, this exposure can be quite dangerous or difficult to recreate in the real world.

With VR, it is possible to create any research environment and decide how, when, and for how long your participant will be exposed to a specific visual stimulus. Eye tracking will allow for gaze-controlled scenarios and provide you with unbiased and immediate insights into how your visual stimuli trigger certain emotional responses. With this knowledge, various related scenarios can be created and easily repeated for even more effective treatment routines

“In my psychology research with eye tracking inside of VR, I know exactly what my study participants are looking at and what emotional responses are triggered by the visual stimuli.”

William Hamilton, researcher and developer at Stockholm University

Safely and efficiently train workers in high-risk industries

In high-risk industries, like mining or aviation, or with a safety-critical job, like being a surgeon or crane operator, professional skills need to be constantly assessed and sharpened to maintain safety and efficiency. However, in the real world, creating these high-pressure scenarios might be difficult, dangerous, or costly.

With immersive VR, you can recreate high-risk environments or provoke dangerous situations in order to see how workers in safety-critical roles perform under pressure and make operational decisions- all without putting your team in harm's way. Eye tracking, enabled in VR, will provide instant and objective insights into worker behavior and situational awareness. By combining these technologies, you will have the perfect training tool.

Tobii eye tracking integrated HTC Vive for safe trainings at construction sites
Pro VR Integration is used for eye tracking research in virtual world

Test your products before physical production

In virtual environments, you can test existing products, as well as products in the development stage, before the actual production, without the need to build the actual expensive and time-consuming prototypes. The visual responses and engagement can be captured with eye tracking and further analyzed in order to provide valuable insight into how your product is perceived.

By being geographically independent, VR makes it possible to have people all over the world testing a new concept or training on a new product. It provides immediate and actionable insights into usability or experience issues, if they occur.

”When our clients make an investment to communicate their brand message or launch a new product, they want to see the effect before the production stage. To ensure campaigns have the intended effect, we collaborate with Tobii Pro to test the content in VR and to conduct post-test measurements of the visual and emotional experience in the virtual world”

Caroline Roth, Warpin´ Media

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Products and services

Tobii is a key player for eye tracking in VR with the world's strongest eye tracking (IP) patent portfolio, extensive both screen-based and wearable eye tracking experience, and a technology that is widely considered to work for more people, in more conditions, with better accuracy and precision than any other eye tracker.

Tobii Pro VR Integration

The Tobii Pro VR Integration is a retrofitted version of the HTC Vive head-mounted display (HMD). Completely and seamlessly integrated with the eye tracking cameras hidden behind the lenses, it captures eye tracking data at 120 Hz from a vast majority of the world’s population, without interfering with the normal VR user experience.

Learn more about the Pro VR Integration.

Tobii Pro VR Integration based on HTC Vive HMD for behavioral research

Eye Tracking Analysis in VR Environments

AcuityVR part of Tobii Pro, enables the collection and playback of eye tracking data using new or existing Unity3D assets. It provides analysis on a range of human behaviors, including automated visualizations and analytics for interaction and gaze data. Learn more here. 

Tobii Pro SDK

The Tobii Pro SDK is a free software development kit for analytical applications to work with eye tracking solutions from Tobii integrated into virtual reality. It offers multiple-platform functionality and support for several programming languages. Learn more about the Pro SDK.

A person sitting in front of a computer and working with Matlab software application.
Pro VR Integration is used for spider phobia treatment reaesarch

Tobii Pro Insight

Our experienced Tobii Pro Insight team helps the world's top commercial brands better understand how their products and services can best engage with their audiences by running pre-production tests in virtual worlds in order to measure the effect of brand messaging.

Apart from the full-service eye tracking research, Pro Insight also offers VR content creation in 3D worlds, 36o° images, and video through their extensive network of content partners.

Depending on your needs, they will help you choose the appropriate tools and methods to perform your study. To make it easier to get started, Pro Insight can conduct your VR eye tracking study for you.

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Virtual reality with eye tracking changes the landscape of market research and beyond

Explorer Research uses eye tracking in VR to address their customers’ most fundamental questions like, how do people interact with their products? What elements of the package attracts attention? And much more. Read more. Read more

Fields of Use

Marketing and Consumer Research

Eye tracking is a unique method to objectively measure consumers' attention and spontaneous responses to marketing messages. These insights help marketers to effectively design communication to catch the shopper's eye. Read more

Professional Performance

Eye tracking technology lets you see your business through the eyes of your employees, providing a better understanding of their work environment and human factors influencing their performance.   Read more

Psychology and Neuroscience

Eye tracking is used in different fields of psychology and neuroscience to understand how and why eye movements are made and how we gather information with our eyes. Read more