Eyetracking for research purposes is still in its toddler phase. We are getting great data, but are learning how to interpret it.

Until now eye tracking was mostly done via a computer screen with a built in eye tracking device at its base. This worked very well, but it required the participant to sit in front of a computer screen. Until now.

Now, Tobii has just come out with a mobile solution – eye tracking glasses.

This is an exciting development, as it opens up an entirely new range of observational research.

Here are some examples of this technology’s possible applications:

1. Non-invasive “shop alongs”. Instead of having a research along for the shopping trip, participants can wear these glasses as they shop. The upside is a pure, unfiltered, recording of participants’ visual focus of shelves, display, etc. Downside? No interviewer prompting. When pupil dilation is factored in, we’ll have a better sense of what emotional triggers correlate with a shopping trip.

2. First impressions. This new, mobile, technology will allow us to better gauge initial reactions to a new physical environment. Examples of this would be hotel lobbies and casinos. In fact, given casino’s focus on the consumer experience, I can see these beeing a very useful tool for this sector. Theme parks would be similarly interested.

3. Trailer tests. Imagine outfitting a movie theater full of participants with these glasses and using them to help improve trailers.

I’m sure that there are many more potential applications for MR, but these seem to me to be the most promising.