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Cleveland Indians Use Tobii’s Wearable Eye-tracking Technology to Study Ballpark Ad Spaces

The Analysis Division of Tobii Technology, the leader in eye-tracking research solutions, announced today the results of a Tobii Insights project with the Cleveland Indians that studied in-park advertising. The study leveraged Tobii’s expert researchers and innovative wearable eye-tracking technology to provide team advertisers and sponsors with first-of-their-kind media values based on the actual fan experience.

In this unprecedented study, Tobii’s Insight team helped the Cleveland 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.

“We are extremely excited to now offer our sponsors media values based on actual in-park fan viewing data, complemented by existing TV-derived media values,” said Steven Shin, sales analyst for the Cleveland Indians. “From initial strategy meetings to study design to data evaluation, we thoroughly enjoyed collaborating with the Tobii Insight team. It was extremely easy to conduct the study, the data captured was accurate, and the overall results provided tremendous insight and value for our marketing and business operations teams.”

For the study, Tobii provided the following support:

  • Defined the scope of the study and determined the best eye-tracking tools to capture key data points.
  • Managed the experimental design and implementation of the study at the ballpark.
  • Processed and analyzed the eye-tracking data.
  • Collaborated with the Cleveland Indians to refine results in terms of media value.

During the study, 47 fans were recruited over a three-day period to wear the Tobii Glasses while they watched a game from a variety of seating areas throughout the ballpark. The fans’ visual behavior was recorded in 30-minute samples.

As a result, the Indians and Tobii developed a methodology to define media values for in-park viewing of specific signage. This allowed the Indians to quantify the considerable fan attention that the main scoreboard and dynamic signage received within the ballpark.

“We developed Tobii Insight as a consulting service to allow more organizations to use and gain the benefits of eye-tracking research,” said Barbara Barclay, general manager of Tobii North America. “And we continue to see new and innovative applications and opportunities for us to work with a wide variety of businesses and organizations to help them study user behavior, identify opportunities and issues, and measure and compare performance.”

About Tobii Technology

Tobii Technology is the global market leader in eye tracking and a pioneer of gaze interaction. The company’s products are widely used within the scientific community and in commercial market research and usability studies. They are also used as a means to communicate by people with disabilities. Tobii drives innovation of eye-tracking technology in many other areas, offering OEM components for integration into various industry applications, such as for use in hospitals, engineering, sports and the entertainment industry. Founded in 2001, the company has received numerous awards for its technology innovations and recognitions for its rapid financial growth. Tobii is based in Stockholm, Sweden, and has offices in the United States, Germany, Norway, Japan and China. More information is available at www.tobii.com.

About Tobii Technology Analysis Solutions

Tobii Technology is the global market leader in eye tracking. The Analysis Division of Tobii Technology offers products and services for the scientific community, market research and usability studies. Tobii eye-tracking systems enable researchers and designers to efficiently obtain valid and reliable research results because Tobii’s products are easy to use, unobtrusive, and highly accurate and precise. Eye tracking is used to answer an endless array of research questions in fields ranging from psychology, infant and reading research to neuroscience and vision research. In usability studies and market research, eye tracking provides unique methods to evaluate how users and consumers experience and perceive different media and communication messages. More information is available at www.tobii.com/analysis.

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