Research is a business investment. An important factor in deriving value from consumer research lies in the accuracy of the information the research provides.

To ensure the accuracy and integrity of our eye-tracking test results, VisionTrack uses Professor Moshe Eizenman from the Department of Ophthalmology and the Institute of Biomedical Engineering at the University of Toronto.

Professor Eizenman is the acknowledged world expert when it comes to eye-tracking technologies. He has developed the most advanced eye-tracking systems in the world for such demanding clients as NASA, the U.S. Air Force, Raytheon (Boeing), CAE Electronics (and VisionTrack). . We are fortunate to use Professor Eizenman's technology as well as have him on our team. His involvement ensures that VisionTrack will continue to enjoy the benefit of always using the most cutting-edge eye-tracking technology and most up-to-date analysis capabilities.

Because this field of study is new and increasingly important in today's 'visual' world, it is important for users of eye-tracking systems to acquaint themselves with a few key features and benefits. The following information details the unique advantages of the cutting edge technology used only by VisionTrack.

The Superior Technology used by VisionTrack in both qualitative and quantitative studies is unique:

• Head movements are unrestricted. With many other eye-tracking systems, respondents are instructed not to move their head. By restricting the respondents normal head movements, they are not "shopping, reading, viewing etc. as they normally do", resulting in biased test observations, analysis and conclusions.
  
  
• Our robust system enables us to recruit at random without being limited by the unique characteristics of the respondent (i.e. people who wear glasses - including bi-focals - wear heavy mascara, have watery eyes or have differing eye shapes, etc). Other systems have significant constraints as to whom they can use as respondents for an eye-tracking study.
  
  
• Our respondent set-up and calibration time is fast, and easy to do, so the procedure does not unduly impact on the time required to conduct the study or distract the respondent.
  
  
• Our systems are portable and can go to locations that are either convenient to the respondents or close to an environment where they can be found in the most appropriate "mindset" for the best research results. Other eye-tracking systems are less flexible and usually housed in permanent locations.
  
  
• Because the eye-tracking portion of the study does not involve any questions, it is quite a unique and enjoyable experience. During the eye-tracking portion of the study, respondents are simply asked to do what they normally do.
  
  
• The headband that the respondents are asked to wear is very light (weighs less than one pound) and is ergonomically designed for our applications.
  
  
• The respondent does not see any part of the eye-tracker while they are looking at the visuals. So, once the study begins, the respondents feel very natural while viewing the marketing communication being tested.
  

1. A tested advanced technology

The accuracy of what the eye-tracking system is measuring and recording has been verified under intense simulation applications by a very demanding set of clients (i.e. NASA, The U.S. Air force, , Raytheon, CAE Electronics, Case Western University, University of California, and numerous published scientific articles). This system is also recognized as the eye-tracking system of choice by the world's most advanced medical and primary research organizations.

This allows us the ability to design and conduct meaningful, detailed and actionable research with confidence in the information and analysis being provided.

2. The most accurate eye-tracking system available

The resolution of our system is +/- 0.1 degrees. By comparison, any other video based system has a resolution of 1.0 to 2.0 degrees. For example, at 2 meters away, other systems are accurate to +/-3.5 cm of what is actually being seen as opposed to +/- 0.35 cm by the system we use.

Also, our system estimates the eye position 120 times per second, which is at least twice as fast as any other system. For example, we can determine if the eye stops (a fixation) on an image long enough to be perceived, or if the eye moved too rapidly (saccade) and was not perceived by the respondent.

3. Free head movement

With eye-tracking systems that restrict head movement in any way, any slight movement of the head will significantly reduce the accuracy of what is being seen and analyzed, and ultimately, the conclusions being reached. Furthermore, restricted head movement will result in changes to the natural eye movement patterns that can bias the respondent's natural scanning patterns.

The lightweight (approx. 300 grams) eye-tracker and scene camera assembly used by VisionTrack fits easily and comfortably on the respondents head (see The Respondent Experience for more) Therefore, respondents quickly become unaware of technology once testing begins.

Consumers can now relax and view marketing communication naturally with no loss of accuracy in the data.

4. Video based technology

We use a video based eye-tracking system that allows us to analyze exactly what the respondent saw.

The scene camera image with the super-imposed eye position cursor, allows both the interviewer and the analyst to continuously monitor and verify the integrity of the eye tracking data recorded onto videotape.

The continuous and real time monitoring of the eye movement recordings (i.e., by the interviewer, and during the analysis process by the analyst) provide VisionTrack with two separate and unique layers of quality control to ensure the accuracy and reliability of the results.

Other Benefits Include:

• Clients can also view the eye movement of each respondent - in real time - as well as have a record for further detailed qualitative observations.
  
  
• The video based technology, combined with the powerful and unique automated data analysis system allows for detailed and accurate quantitative information that can be:
  
  
  • Tailored to the specific needs of the customer
  • Mined to provide significant amounts of additional information
  • Reported quickly

5. Automated analysis system

Computer software control of VCR functions facilitates an automated data analysis that provides detailed and accurate quantitative information quickly.
It offers great flexibility in the identification and number of elements that need to be studied.

The computerized system also allows analysis and reporting capabilities that can be tailored to the specific needs of the customer and data storage that can be mined to provide significant amounts of additional information.

6. Adaptable to any respondent

Multiple features of the eye are used to track the respondent's eye movement (i.e. pupil-center, multiple corneal reflections and the iris structure).

This means increased accuracy and an ability to track all potential respondents (glasses, contact lenses, watery eyes, differing eye shapes), virtually eliminating an important source of sampling bias demonstrated by other eye-tracking systems.

7. Portability

Our system allows us to conduct studies where consumers are naturally found, eliminating the necessity of specially designed facilities. The portability of our system means that cost-effective studies can be conducted in malls, stores, banks and even automobiles!

8. Easy to operate

We employ rapid start-up procedures supported by several calibration modes. This means quick and easy calibration for a relaxed respondent, ready to "be a consumer".

Our system also allows for a fast respondent turnaround that is critical during research attended by the client as well as a quick and easy learning curve for research partner operation.

9. Cost effective

Millions of dollars in R&D have been spent on this unique technology for aerospace, medical and laboratory disciplines. This expertise is now applied to the field of market research with the highest level of precision at prices conducive to marketers' day-to-day operations.