Last summer, Tobii Pro announced an integration between its eye-tracking tech and the HTC Vive headset. This allowed eye-tracking precision for marketers looking to understand exactly what consumers were viewing as they “walked” through virtual environments like simulated grocery stores.
But, Director of Research Tim Holmes told me, setting up the heat maps or tracking the user’s gaze and virtual movements required a programmer familiar with the Unity platform, which is used with the Vive.
Now, the Stockholm-based company has taken the next step by releasing VR Analytics. It allows marketers to set up heat maps, opacity maps and journey maps by clicking the respective buttons on the Tobii dashboard and see data that depicts the results. A heat map indicates the areas receiving the most visual attention, an opacity map darkens some areas of the scene to focus attention on others, and journey maps in this case track the head movements and position of the user.