Today’s Eye Tracking systems measure what’s called the ‘Point-of-Regard’ by a technique called the ‘Pupil Center, Corneal Reflection’ method. The equipment consists of a matrix of LEDs emitting non-dazzling infra-red light, which is directed into the subject’s eyes. The light enters the retina and is reflected back as a bright disc.
These reflections are detected by an infra-red camera and the data processed by software, which, once calibrated with registration points, resolves the information into specific x and y coordinates that record the position of the subject’s gaze. It does this by identifying the centre of the pupil and the position of the corneal reflection in the field of view and then, using trigonometry, it’s able to calculate a precise point-of-regard position.
The data acquired during an extended eye tracking session can, for example, be overlaid on the original visual stimulus so that insights can be gained from the subject’s interaction with the material. [...]
Michael Letchford
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Look out for a new series of articles on how Aisle Management is evolving from the well established principles of Catgory Management.
In the series we’ll look at how the new approach is changing the relationship between brand manufacturers and retailers, and how they will work together in the future. We’ll discuss it’s role in Shopper Marketing in Retail and what it will take to be a leader.
Stand by for a series of rivetting and really useful articles on the impact of Computer Aided Design technology in retail store planning.
To set the stage it’s interesting to outline the beginnings of computer based drafting systems in general. As a matter of historical interest, reviewing Ivan Sutherland’s work on ‘SketchPad’ in the early sixties is a fascinating subject. What Sutherland developed is nothing short of truly amazing by modern standards and well worth your reading time.
As an appetizer, here’s a snippet from an article entitled ‘Toward a Machine with Interactive Skills’ (from Understanding Computers: Computer Images Time-Life Books, 1986) describing one of the first challenges – that of simply ‘drawing’ a straight line. How difficult can that be – right? [...]
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