Eye Tracking in Virtual Reality

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eye tracking in vr

Have you ever experienced Virtual reality or played any VR game that is found generally in shopping malls? If no, then we highly recommend you not to miss the VR experience that places a user in a digital world making them that they are actually there. Sounding complex? In simple words, what if, you are sitting in a room taking the experience of Switzerland just by wearing the VR headsets? Amazing…Isn’t it? Our blogs on Virtual reality including, VR in healthcare, real estate, VR for workforce training give enough knowledge about this revolutionary technology. Do check our blogs to better understand the Augmented and Virtual realities.

Virtual reality can be defined as the use of computer technology for creating a simulated environment in which the user interacts with the 3 D world. From the world of colored photographs and moving images VR takes its users to a virtual world depicted in the pictures. Virtual reality is one of the technologies that are continuously improving since its evolution. Better graphic cards, high-performance displays, and computer hardware are making this technology more powerful and cost-effective day by day.

Eye-tracking in Virtual Reality

This blog focuses on another big advancement of eye-tracking in virtual reality. Eye-tracking can be defined as the sensor technology that makes it possible for a device or a computer to track the position of a user’s eyes. So what an eye tracker can do? The eye tracker detects the presence, focus, and attention of the users. Don’t you think that when a technology like eye-tracking and VR combine they will create experiences that are most natural and immersive?  

Indeed the combination will result in making users feel that they have gained superpowers. The experience of eye tracking in VR will be unique as interactions will be more fluid and exciting. Now imagine a scenario of using VR headsets with no eye-tracking technology. You need to first look, turn your head or point with a hand controller for selecting. With eye-tracking technology in VR headsets, all the steps above are eliminated and the user just needs to look and select. The experience with eye-tracking in VR is direct and seamless.

VR in eye tracking can be related to touch implementation in mobile phones. In both, cases sensors are integrated to adapt to natural human biology to make interactions precise, real and direct.

Benefits of eye tracking in VR

Benefits for marketers

Aren’t you excited about knowing, how eye tracking in VR can be used in the business world? We’ll let you know how this technology creates ripples across industries.

Eye-tracking in VR is of great help for the marketers as they can understand the unconsciousness, attention, and interest of customers. VR headsets with eye-tracking technology offer detailed insights about factors that trigger the buying decisions of customers.  This is because eye tracking in VR allows marketers to gather data about where the customers look first and where they gaze longest. 

VR Eye Tracking

Accenture using the power of eye-tracking in VR

Accenture teamed with Qualcomm and Kellogg’s to transform how brands collect the consumer data and perform the research. Accenture’s Extended Reality (XR) practice designed an immersive VR experience for testing the assortment, pricing strategy and planogram of Kellogg’s Pop-Tarts Bites. The eye-tracking technology helped Kellogg to determine the correlations that have an impact on the consideration and purchase of customers. The VR solution designed by Accenture for Kellogg allowed it together with the behavioral data that cannot be obtained through traditional merchandising methods.

Eye Tracking VR

Important stats given by VR eye-tracking

  • Total gaze time for each scene
  • Each element and product
  • The sequence of products and elements by gaze time
  • Product interaction relative to gaze
  • Specific sequenced user gaze data

Benefits for healthcare professionals

VR in healthcare already transformed the healthcare processes including surgery and training. Our blog “AR and VR creating ripples in the healthcare industry” offers great insights about the same. It is now the turn of eye tracking in VR to further enhance healthcare processes.

It is not only the marketers who leverage the benefits of eye-tracking in VR the healthcare industry professionals will also get huge help from this technology. Let’s look at how Eye tracking in VR will make a difference in the healthcare industry.

VR Healthcare

The global market size of eye-tracking technology is estimated to reach USD 1.75 billion by the year 2025. The surgeons can use VR headsets with eye-tracking technology for making hands free interactions. SyncThink, for example, uses the VR goggles with eye-tracking abilities for testing the patients for visual impairments. This platform helps the company to test for brain injury soon after sustaining a blow on the head. This technology has even earned an award from the FDA. The eye-tracking technology used in Syncthink’s VR goggles captures the ultra-fine eye movements that can never be observed through standard clinical evaluation. Using this technology surgeons can identify the brain systems that are impaired or are performing poorly.

It is amazing to witness the growth of revolutionary technologies like AR and VR. The advancements made in these technologies are making it more powerful day by day. Eye-tracking in VR is a revolution, it helps in understanding the eye contacts that speak louder than words and indicate confidence and intent of the users. For the enterprises across industries, there is a need to integrate technologies like eye tracking in VR to stay ahead in the market, determine the latent needs of customers and improve customer interactions and experiences to the next level.

We at Queppelin, help businesses smoothly integrate these revolutionary technologies into their processes and systems.  Our experts and developers have deep tech knowledge in areas including AR, VR, and AI. The brilliant solutions offered by our team help businesses make a huge difference. Contact us at enquiry@queppelintech.com to know how we can help your business reach new heights of success.

Eye Tracking in Virtual Reality