New revolutionary eye tracker: Tobii Glasses

On June 22, 2010 Tobii launched a new revolutionary eye tracker: Tobii Glasses. This is the first head mounted, or wearable eye tracker from Tobii. Just like all of the other eye trackers from Tobii, Glasses is taking eye tracking to the next level. Unlike other wearable eye tracking systems Glasses is very lightweight (Glasses 75 grams plus recording assistant 200 grams), just like wearing a pair of sun glasses and an iPod. This is not the only revolutionary thing about Tobii:

Glasses, the real leap forward is the ease of use and the ability to aggregate eye tracking data which enables you to conduct quantitative eye tracking studies which is really unique for a wearable eye tracker.  To be able to do this Tobii has developed a new technology called AOA-Track with small markers that emits infrared light. By placing these IR-markers around objects and/or areas you want to study in depth, Tobii Glasses automatically knows when a person is looking within these areas and will automatically aggregate the data from all the participants in an eye tracking study. This is truly amazing! Previously when doing this kind of research it has required a lot of manual coding work to be able to do this, now it all happens automatically and you are able to use the analysis software Tobii Studio to analyze the data just as if it was recorded with a stationary eye tracker. In other words you can create visualizations like heat maps and gaze plots, calculate statistics etc automatically with data from a Tobii Glasses recording.

The device also includes a microphone and of course a camera filming everything the participant is looking at so it can also be used for qualitative studies (you just watch the recording as a video with the gaze point overlaid) and might even enable new research methodologies, what do you say about “Concurrent Think Aloud Walking” in usability research for example!

To learn more about the Tobii Glass please visit these resources online:

Video about how to use Tobii Glasses for Market Research:

Video about how to use Tobii Glasses in Scientific Research:

Tobii Glasses Product Leaflet (pdf)

Tobii Glasses product page on here


These are some examples from Tobii Glasses recordings Tobii did in a Supermarket.

Watch a shopper in a supermarket being eye tracked in the YouTube video below

This is a Gaze Plot showing how a person is searching for a product on the shampoo shelf. IR-markers have been placed on the shelf to enable us to collect the data.


This is another shelf, the heat map shows the aggregated data from 30 recordings and reveals where people look when deciding which product to buy. IR-markers have been placed on the shelf (try to find them!) to enable us to aggregate the data and make this heat map.


YouTube video describing Tobii Glasses


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About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

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