Over the past year, eye tracking technology has developed rapidly under the combined support of hardware, software, and artificial intelligence. It has become the next target of competition among the big technology giants.
Google and Facebook have successively acquired eye-tracking technology companies EyeFluence and Eye Tribe, and Tobii Tech is also taking a step forward in the field of mobile eye-tracking - a series of actions by technology tycoons have shown the future of human-computer interaction.
From monitors and laptops to smart phones and VR headsets, eye tracking technology has slowly found its way into a variety of electronic devices. The following are the four areas that the author has organized closely with the eye tracking technology.
Virtual Reality
The past 2016 is the well-deserved first year of VR: Ocular Rift, HTC Vive, and PlayStation VR have released three major mainstream titles, proclaiming VR officially entering the consumer market. However, for VR devices that use the immersive experience as the biggest selling point, eye tracking technology is the key to the breakthrough of the next generation of VR headsets.
"The experience of VR head tracking that does not support eye-tracking technology is like playing on a cow," said Tobii vice president Oscar Werner. "Our eyes are where we are interested, but VR heads are The point of gaze is often biased. To achieve immersion, VR Headset must first resolve this eye-tracking problem."
In addition, eye tracking is also a key factor for maximizing rendering efficiency in the mobile process: by allocating more resources to the user's gaze focus area, and other parts of low quality rendering, not only memory and system resources are greatly saved, but also Manufacturers can also achieve better graphics quality with smaller processing power.
game
In the game industry, the biggest challenge for developers is how to let the computer know the player's intentions, that is, let the computer understand what the player is “lookingâ€. From this perspective, eye tracking technology can be a savior to overcome this obstacle.
A large part of the development of game peripherals falls into the game navigation. However, with the advent of eye tracking technology, game navigation and interaction will become an easy task within the "eyes."
The operations of attacking an object, aiming at a target, and specifying a position within a shooting game can be done with just one eye—this will probably mean the end of the era of handles and mice.
Tobii has already applied eye tracking technology to many games, including Tomb Raider, Deus Ex, and Watch Dogs 2. ) And other masterpieces. Although the integration of eye-tracking technology has increased the challenge of the game, it has also made possible the appearance of fast-paced games.
In addition, eye tracking technology can also make the game UI interface more concise and clear. UI elements such as maps, control panels, etc. can be hidden, paving the way for a richer gaming environment.
With the addition of eye-tracking technology, you can look forward to the realization of the "eye-sensing" function in the next-generation game: Imagine that you stare at a sly mercenary or his wallet and watch each other in the game. The unpleasant bishops’ war will be unfolded.
advertising
Eye tracking technology is also very useful in the advertising industry. The current ad popularity is measured by the number of clicks, but this indicator is not very accurate.
“The current advertising industry is undergoing unprecedented changes in measuring the impact of advertising,†said Dominic Porco, CEO of digital advertising company Impax Media. “It's commonplace in this ad blocking and traffic roaming. In times, the concept of 'visibility' of advertising is being redefined."
When eye-tracking technology is deployed in all computing devices, advertising companies can also evaluate the visibility of an ad through the "eye" visual rate of advertising. Although this idea has not yet become a reality, eye tracking technology has been disclosed in digital advertising and other fields.
Impax Media is currently using eye tracking technology and other computer vision technologies to collect the metrics for the attention of each ad from the company's proprietary in-store advertising screen (Tru View). Porco said: "We firmly believe that the index of attention is the measurement standard of the future advertising industry, and eye tracking technology is the best way to track the attention of the audience."
With the help of eye-tracking technology, Tru View was able to measure the number of views and the length of viewing in any part of the ad's broadcast. With the cooperation of other image analysis tools, Tru View can also extract the viewer's gender and age range. The above data can help advertisers and other partners assess the audience interest of each advertisement.
Market research
Eye contact is the main way for customers to interact with products and services. By tracking the above indicators, eye tracking technology offers unprecedented possibilities for modern neuromarketing tests.
Simone Benedetto (Simon Benedetto), a researcher at the Italian market research laboratory TSW, said that a good market researcher must be able to "accurately evaluate customer interactions and expectations throughout the customer's process."
Benedetto said that through eye tracking, interaction data generated by customers and products and services can be directly collected from the user's eyes without relying on investigations.
TSW Labs uses mobile eye tracker and other wearable devices to collect users of various digital (eg, online advertising, mobile applications, websites, software) and physical (eg, product packaging, automotive, furniture, and retail stores) products and services. Indicators, in-depth study of these natural interactions, enable researchers to identify the real problems and cruxes in the interaction process, and thus make suggestions for improving customer satisfaction and customer engagement.
“Eye tracking technology has a huge market in neuromarketing,†Benedetto said. “Eye tracking can secretly measure user behavior and convert measurement results into objective quantitative data. Traditional marketing relies more on subjective survey data. And now is the time for us to make changes."
Look forward
As one of the most commonly used human senses, transforming vision into a medium for human-computer interaction will have a significant meaning for the future of computers.
Werner believes that a new generation of PC interactions based on eye tracking - combined with touch screens, mouse/pads, voice controls and keyboards - will greatly increase the efficiency and intuitiveness of computer operations. "Eye is one step ahead of any physical action. I believe that on the basis of eye-tracking, there will be more "smarter" user interactions."
Hsb Series Connector,High Current Heavy Duty Connector,35A Heavy Duty Connector,Machine High Current Connector
Kunshan SVL Electric Co.,Ltd , https://www.svlelectric.com