Effortless and Efficient Eye Tracking Research

Sept. 3, 2012 - PRLog -- Teltow/Germany, September 3, 2012 – SensoMotoric Instruments (SMI) introduces its Semantic Gaze Mapping, a patent pending technology for analyzing visual data gathered from real-world studies using SMI Eye Tracking Glasses. The result: Consolidated eye tracking data taken from multiple participants targeting such diverse areas as a mobile device screen, supermarket shelf, cockpit or even various objects is easily visualized and quantified.
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An integral part of the SMI Semantic Gaze Mapping technology is SMI’s unique fixation detection algorithm, developed for highly dynamic environments. This ensures superior data reliability by specifically taking into consideration smooth pursuit and vestibulo-ocular reflex eye movements. As a result, this new SMI technology reduces the data analysis effort by a factor of 10-50x, compared to conventional frame-by-frame video coding methods.  

Data aggregation with this new technology works for practically any user scenario. It allows the use of data recorded in natural environments without any distracting visual markers – an important factor in use cases such as in-store shopper behavior, mobile device usability, perception of print mailings and drivers’ attention.

SMI Eye Tracking Glasses are the world’s first binocular mobile eye tracking device for real-world research. Usability and market research professionals as well as academic researchers are already applying this unique technology to study interaction with mobile devices, design perception, and human-to-human interaction, to name but a few applications.

SMI Semantic Gaze Mapping has been released with the latest version of SMI’s Experiment Suite 360° software for the design and analysis of eye-tracking studies.

“With the combination of SMI Eye Tracking Glasses and SMI Semantic Gaze Mapping we offer our customers an extremely efficient toolset to study human behavior in a natural setting,” explains Christian Villwock, Director of SMI’s Eye&Gaze Tracking System business unit. “Reliable eye tracking research with instant and meaningful results – this is the value added by the latest SMI technology.”