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.
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.
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.
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.”
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.
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”
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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.
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.
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.
Our experienced Tobii Pro Insight Research Services 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.