Shopper Marketing - September 2017 - 114
VR and eye
Tobii Pro of Sweden, a research firm specializing in eye tracking, has
integrated virtual reality into its research capabilities and software kit.
The "Tobii Pro VR Integration" uses the HTC Vive headset business edition - a self-contained virtual reality headset and system that Tobii retrofitted and inputted its eye tracking technology. This is different from other virtual
reality headsets that run with a mobile phone inserted. A research subject puts
on the set and steps inside any virtual store setting that a brand or retailer wants
to design, and then Tobii's eye tracking will study hot spots and what elements
the subject's eye is drawn to. The benefit of a virtual reality test is it saves a retailer
more time and money vs. a live store test. Tobii Pro's eye tracking will test shopper
behavior around products before they're produced and look at how effective a
campaign message could be.
y SHOPPER MARKETING SEPTEMBER 2017