How often do Cleveland Indian fans look at the main scoreboard and LED signs at the team's ballpark? To find out, the team employed a device designed to take the guesswork out of marketing -- the Tobii eye-tracking glasses.
The study leveraged Tobii’s researchers and wearable eye-tracking technology to provide team advertisers and sponsors with first-of-their-kind media values based on the actual fan experience. Tobii’s Insight team helped the Indians "develop and execute a comprehensive and cost-effective eye-tracking market research study that conveniently and accurately determined how often fans looked at in-park signage," the company maintains.
Stockholm, Sweden-based Tobii recently released version two of its proprietary glasses for wireless live eye tracking. The company claims its "real world gaze data" provides new opportunities for marketing, behavioral science and usability research that goes beyond the capabilities of the original model, which was released in 2010.
Clients include Microsoft, Time Warner, Unilever, Procter & Gamble, the US government and, yes, the Cleveland Indians.