Tobii Technology has launched a wearable eye-tracking research device, called Tobii Glasses 2, which can track what are you exactly looking at.
The devices could help to drive research into in-store shopper marketing, improve user experience as well as research human behavioural.
The company said the eye tracking application could be used by OEMs in creating new applications for research, sports, consumer technology, gaming, automotive, medical among others.
Tobii Technology Analysis Solutions president Tom Englund said the new Tobii Glasses 2 offers amazing opportunities to obtain real-world gaze data in real time, which provides great value for a wide range of users.
"In addition to offering live viewing, we've made the technology easier to use and more affordable, which supports our mission to help more researchers use wearable eye tracking to generate new insights and discoveries," Englund said.
Tobii Glasses 2 has a live viewing feature which allows researchers to track the eye movements of the wearer of the glasses.
Researchers can wireless track what a person is looking at in real time, by analysing the video stream on any Windows 8 tablet.
Tobii Glasses come with a wide-angle 1080p HD scene camera and four eye cameras built into the slim frames, which allows enhanced eye tracking of what the wearer sees in large gaze angles, including peripheral sight.
Tracking of peripheral viewing of the wearer will help researchers in studying human activities which involve peripheral viewing like driving.
Manual mapping feature in the glasses helps in cutting down the time to code videos with gaze data as well as process the data quickly from multiple participants related to specific objects in the study environment, such as a store shelf or a second screen.
Tobii North America general manager Barbara Barclay said, "Over the past four years, we have witnessed incredible new discoveries in shopper marketing, behavioral science and usability research that had not been possible before Tobii Glasses."
"Tobii Glasses 2 offers a number of new features that will advance wearables significantly in all these fields but also open up a multitude of new research applications, providing a higher degree of ease of use, efficiency, flexibility and unobtrusiveness," Barclay added.
The glasses could be handy for analysing retail behaviour of consumers on stores.
Ipsos Marketing president Gill Aitchison said eye tracking is a valuable way to deepen understanding of what is happening at the shelf.
"The new wireless glasses from Tobii will allow us to watch the shopper in real-time and create a more dynamic environment to observe shopper's behavior," Aitchison said.
"At Ipsos, we believe that layering various neuroscience measurements such as eye tracking on top of more conventional research allows us to see the full picture and really drive shopper insights to grow sales."
The company will start shipping the glasses from October 2014, and Tobii Glasses 2 package can cost between $14,900-$29,900.
Tobii offers a 12-month subscription for the Premium Analytics package at a cost of $800 per month.
Tobii Glasses 2. Photo Courtesy of Tobii Technology