eye tracking and its economic feasibility
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MT5009 – Analyzing Hi-Tech Opportunities
Opportunities in Eye-Tracking
For information on other new technologies that are becoming economically feasible, see http://www.slideshare.net/Funk98/presentations
Group Introduction
• Adrianus Mradipta A0033067
• Desmond Wong A0082079
• Koh Kian Hong A0082082
• Ong Fu Lin A0098508
• Peh Tiong Seng A0098563
Before we begin…
Reebok Advertisement
Before we begin…
Note how men didn’t notice the shoes AT ALL!!
• Introduction
– Brief History
– Underlying Technology
• Technology Improvements
– What was holding the technology back?
– How has it improved?
– Will it improve further?
• Future Opportunities
Content
• What is eye tracking?
– Technique of measuring and monitoring the point of gaze (where someone is looking)
• Identifies:
– first fixations
– fixation order
– gaze time
Introduction
Brief History
• 1870s - Scientific Study of Eye Movement Began
• 1900s - Photography Improvement Non-Invasive Techniques
• 1940s - Head-Mounted Eye Trackers First Developed
• 1970s - High Speed Data Processing & Cognitive Science
• 1980s - Human Computer Interface Developed
• 1990s - Commercial Applications Made Practical
Underlying Technology
• Current eye-tracking technology uses: corneal reflection technology
– Infrared diodes generate reflection from the cornea
– Reflections are collected by infrared image sensors (cameras)
– Image analysis + mathematical algorithms determine where the user is looking
Underlying Technology
Current eye-tracking technology uses: corneal reflection technology
Underlying Technology
• Why infrared is used?
– To distinguish pupil shape from the iris.
– Pupils become clear in infrared vision
Normal Vision Infrared Vision
How corneal reflection determines the line of sight
Infrared capable camera
Infrared LED Mechanical Housing
Computer (processing power)
Components of the modern eye tracking system:
Underlying Technology
Labeled as “promising” for the past 50 years
• “For a long time now there has been a great need for a means of recording where people are looking while they work at particular tasks. A whole series of unsolved problems awaits such a technique” (Mackworth & Thomas, 1962, p.713).
• “...[T]he eyetracking system has a promising future in usability engineering” (Benel, Ottens & Horst, 1991, p.465).
• “...[A]ggregating, analyzing, and visualizing eye tracking data in conjunction with other interaction data holds considerable promise as a powerful tool for designers and experimenters in evaluating interfaces” (Crowe & Narayanan, 2000, p.35).
• “Eye-movement analysis does appear to be a promising new tool for evaluating visually administered questionnaires” (Redline & Lankford, 2001).
• “Another promising area is the use of eye-tracking techniques to support interface and product design. Continual improvements in ... eye-tracking systems ... have increased the usefulness of this technique for studying a variety of interface issues” (Merwin, 2002, p.39).
Labeled as promising for 40 years Good news or bad news?
Technology Improvement
• Both good news & bad news! – Good news: it must be really promising, else it would
have been set aside
– Bad news: something is holding it back!
Technology Improvement
What had been holding the technology back? How far has the technology gone?
Will technology improvements drive new applications & opportunities?
• What was holding the technology back? – Technical Difficulties
• Ease of use
• Tolerance to variations
• Constrained head movements
• Not portable
– Labor-Intensive Data Extraction • Often requires labor-intensive frame-by-frame decoding of
videotape
– Difficulties in Data Interpretation • Making sense out of the data
Technology Improvement
• Introduction
– Brief History
– Underlying Technology
• Technology Improvements
– What was holding the technology back?
– How has it improved?
– Will it improve further?
• Future Opportunities
Outline
• How has eye tracking improved?
Technology Improvement
• Accuracy & Precision
– The difference:
Technology Improvement
• Accuracy & Precision
– Improved over the years
Technology Improvement
Source: Tobii Accuracy and Precision Test Reports
One degree corresponds to half an inch (1.2 cm) on a computer monitor viewed at a distance of 27 inches (68.6 cm)
Note: Measurements were done at a 25 Degree Gaze Angle where one degree corresponds to half an inch (1.2 cm) on a computer monitor viewed at a distance of 27 inches (68.6 cm)
• Accuracy & Precision
– How has it been improved?
• Increasing sampling rate
Modern eye trackers: 25-2000 Hz
http://www.healio.com/ophthalmology/journals/JRS/%7BB9C9AF4C-7BEC-47D2-9E2F-36D59FBD2447%7D/One-Kilohertz-Eye-Tracker-and-Active-Intraoperative-Torsion-Detection-in-the-NIDEK-CXIII-and-Quest-Excimer-Lasers http://www.journalofoptometry.org/en/analysis-of-the-effects-of/articulo/90102629/
Technology Improvement
Increasing sampling rate reduces error
• Tolerance to head movement: – Trade-off between precision/accuracy & tolerance
for head movement
– Head movement will shift distance to eye-tracker from the optimal point
http://www.docstoc.com/docs/93864026/Specification-of-Gaze-Precision-and-Gaze-Accuracy
Technology Improvement
Optimum distance
Optimum distance
Optimum distance At 50 cm Optimum distance At 50 cm
• Tolerance to head movement:
– How this has been improved while
keeping accuracy/precision constant?
• Higher resolution cameras – By increasing megapixels
• Use multiple cameras
Technology Improvement
T. Suzuki, “Challenges of Image-Sensor Development”, ISSCC, 2010
2013
$5,000
2000s
$30,000
2010
$18,000
http://www.economist.com/news/technology-quarterly/21567195-computer-interfaces-ability-determine-location-persons-gaze
Technology Improvement
• Cost
Reductions due to decrease in cost of components, which will be discussed later
More Noise & point-of-gaze does not move smoothly
Lower Cost System Medium Cost System High Cost System
Acc
ura
cy
Cost
Hundreds Thousands Tens of thousands
Technology Improvement
• Accuracy vs Cost
The image shows the left (yellow) and right (green) pupil diameter for all systems.
Lower and Medium cost system showing instability in the tracking of the pupil.
Hundreds Thousands Tens of thousands
Pe
rfo
rman
ce
Cost
Technology Improvement
• Performance vs Cost
Noise
• Improvements in various aspects of the eye tracker:
– Have allowed improvements in size & intrusiveness
Raymond Dodge’s
Photochronograph
1950s
Today’s eye trackers can be non-intrusive &
relatively small
Technology Improvement
21st Century 1871 – 1942
WARNING! AUDIENCE ATTENTIVENESS LOW
What do you see?
How many noticed the gorilla at the right hand side?
What do you see?
• Will Performance & Cost continue to improve?
Technology Improvement
• Interest in the field: – increase in the number of academic papers
related to the field
http://imotionsglobal.com/blog/exponential-growth-in-academic-eye-tracking-papers-over-the-last-40-years/
Technology Improvement
Technology Improvement
Increasing number of Eye Tracking Products
Technology Improvement
Infrared capable camera
Infrared LED Mechanical Housing
Computer (processing power)
• Improvement in Components
Improvement trends in components in the field gives us confidence that this technology will continue to improve
Technology Improvement
• Improvement in Cameras
Reducing pixel-size (green square) miniaturized cameras without reducing quality
T. Suzuki, “Challenges of Image-Sensor Development”, ISSCC, 2010
Technology Improvement
• Improvement in Cameras
T. Suzuki, “Challenges of Image-Sensor Development”, ISSCC, 2010
Resolution increases, the price of a corresponding camera comes down more and more quickly over time
Technology Improvement
• Improvement in Computers (Processing Power)
http://homepages.cwi.nl/~steven/vandf/2012-11-teneuro.html
Improvement in integrated circuits (Moore’s Law) enhances processing power to decode the raw data obtained from eye tracking. Potential improvement gives confidence that eye-tracking will continue to improve
Technology Improvement
• Improvement in Computers (Processing Power)
Koomey, Jonathan G., Stephen Berard, Marla Sanchez, and Henry Wong. Implications of Historical Trends in The Electrical Efficiency of Computing. [Online]
Available from: http://doi.ieeecomputersociety.org/10.1109/MAHC.2010.28
As devices shrink in size, energy consumption can be made more efficient. Allow miniaturization of eye tracking and computing devices to support it
Technology Improvement
$1000
$4000
Business Cost + R&D Cost
Hardware Cost
Kumar, M. Reducing the Cost of Eye Tracking Systems, Stanford Tech Report CSTR 2006-08, April 2006
Typical eye-tracker cost: $5000
0
1000
2000
3000
4000
5000
6000
10, 000s Units 100, 000s Units
Total Cost USD$
Hardware Cost
Business Cost + R&D Cost
Technology Improvement
Confidence that eye-tracking system will improve
A killer application is required to propel this technology!
Future Applications
Future in Retail
Future in Retail
Future in Retail
Eye Tracking Technology
Tracks customer interest
through the eyes
Interactive displays that
projects visual
information through
Augmented Reality
Opportunities
• Retail Shops – Better customer experience leads to
better sales
• Marketing Consultancy Companies – Provides solution for retailers to connect
with shoppers
– Eye Tracking collects unique information
of shoppers
• Point of display heat maps
• Items of interest to shoppers
Future in Retail
Opportunities
• Software – Provides customization service for retail business
– Offers processing software to analyze collected data
Future in Retail
ΩΩ Future in Machines
Danger of Drivers/ Machine Operators • Fatigue
• Drowsiness
• Inattentive
Severe consequence from accidents • Health, Safety and Environment • Insurance Costs • Operation downtime
Future in Machines
Offshore Drilling
Mining Machines
Monitor Fatigue and Attention Level
Future in Machines
Training Centers
• Eye Tracking to monitor and correct
Line of sight
Visual angle
Opportunities Mining and Drilling Companies • Safer work environment • Lead to less operation downtime Training Centers • Measurement of competency • Training programs for effective learning Machineries/Automobile Manufacturers • Provide customized eye trackers for new
machineries or vehicles
ΩΩ Future in Machines
ΩΩ Future in the Military
The traditional way we aim weapons has always been about Manually adjusting the weapons to our eyes
Applications:
ΩΩ Future in the Military
Applications:
Soldier of the future is about automatically adjusting the weapons to the line of sight
ΩΩ Future in the Military
Opportunities:
Weapon Manufacturers
• New weapon with automatic aiming can be developed • Maintenance Services Eye Trackers Manufacturers • High specification eye tracker for military use
– Accurate and precise aim – Suitable for rugged condition
Software and System Providers
• Connect eye tracker to weapons • Seamless connection between eye tracker and weapons
ΩΩ Future in HCI
Simple interaction with Google
Glass through VOICE
In the future, users will be able to retrieve information from the Glasses. If life is simple, that’s Great.
Future in HCI
But often, Life is a little more complicated. There will be an Information Overload.
How do we filter the Information that are meaningful to us?
Future in HCI
ΩΩ Future in HCI
Eye Tracking Technology
Identifies objects of interest by
tracking the eyes
ΩΩ
Eye Tracking Technology
Identifies objects of interest by
tracking the eyes
Information will be presented to
the user triggered by eye gaze
Future in HCI
ΩΩ
Eye Tracking Technology
Combination with other
Interaction interfaces is possible
Voice Interaction
Sixth Sense
Future in HCI
ΩΩ Future in HCI
Opportunities:
Components Manufacturers
• Light and wearable • Miniaturization of Eye Tracker
Augmented Reality Providers
• Opportunity for user interaction with Augmented Reality • Eg. Google Glass
HCI Providers
• More holistic interaction interface • Eg. Integration with Microsoft Kinect and Leap motion control
ΩΩ Conclusions
• Technology improvement across components
• Reduction in Cost through Increasing technological efficiencies & Greater adoption
New Applications
Retail Machines Military HCI
Opportunities
Component Manufacturers Augmented Reality Providers
HCI Providers
Weapon Manufacturers Eye Tracker Manufacturers
Software Providers
Hardware Integrators
Consultancy Training Centers
Inspection and Maintenance
Retailers
Thank you!
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