What Are You Looking At? Eye Tracking Has the Answer


Barbara Barclay, general manager of Tobii Technology North America.

"Using eye tracking technology in retail can add an objective viewpoint into what someone is looking at," Barbara Barclay, general manager of Tobii Technology North America said in her dba LIVE presentation on "Eye Opening Eye Tracking at Retail."

She illustrated how studying where consumers are looking when they walk into a store can dramatically impact sales. One technique her company uses is to have a test subject put on a pair of eye tracking glasses with a camera built into the lens to film a video that shows exactly what that person is looking at as they walk through a store and the order in which they look at it.

A heat map can also be created to show where a person looks most to provide an illustration of how a person navigates a space, a page or a package. Using the experiences of major brands such as Tropicana, The Gap, Amazon, JCPenney and Procter & Gamble, she showed how eye tracking technology can be used to either make or break a product launch or redesign.

Eye tracking can help optical retailers answer questions such as: When someone looks at a pair of glasses, what do they look at first? What's the best way to set up a display? What information helps a shopper? For example, "Most people don't look at the signage on the front door because they are scanning the environment," said Barclay.

The most dramatic eye tracking technology may be yet to come, she suggested. "In two years, you'll have computers embedded with eye tracking technology," she said, and she hinted that "in 2014 will come the next generation of wearable displays that will be unbelievable."

Click here for a PDF of Barbara Barclay's Vision Monday dba LIVE presentation: "Eye Opening Eye Tracking at Retail."