Eye tracking at Auto Expo India

Case Study "Market Research"


Students of the Indian Institute of Technology (IIT) Delhi used SMI eye tracking to evaluate the perception of products and exhibition design of renowned car brands at Auto Expo India 2010 in Delhi.

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Ratan Tata himself, head of Tata group, largest private corporate group in India and producer of the famous TATA NANO car, took keen interest in the use of eye tracking for testing different design approaches.

The IDDC, Delhi

The project was coordinated by Amitoj Singh, assistant professor of industrial design at the Instrument Design & Development Centre (IDDC) at the IIT Delhi which is one of the seven Institutes of Technology created as centres of excellence in India. The IIT uses SMI RED remote eyetracking and the SMI iView X HED mobile eyetracking solutions on a regular basis, e.g. for studies of motorbike design.

Conclusion

Eyetracking helps designers to better understand visual perception and hopefully soon emotional perception, allows to modulate design elements based on objective data and ultimatively understand gaze guidance in design proposals.

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