The invisible glasses

When we think of eye tracking, we often picture futuristic-looking glasses designed to capture data about where a person is looking.
In neuromarketing studies, eye tracking is one of the most commonly used tools. It allows us to know where a person looks—and where they don’t—, the sequence in which their gaze moves across various elements, and how long they focus on something.
As we’ve mentioned before, our goal has always been to obtain the most accurate and objective data possible. To do that, we needed to take our studies “to the streets,” meaning real-world environments, rather than controlled labs. And that required tools that wouldn’t interfere with a person’s natural behavior.

We needed invisible glasses. And we got them.
Because they aren’t glasses at all.

You’re already familiar with our artificial intelligence platform, Golineuro AI, and we’ve discussed how it works in some previous blog posts (like this one). Well, it’s our AI that functions as the eye tracker.

Imagine being able to know exactly where people are looking through sensors positioned several meters high, with a margin of error as low as 0.2 mm. That’s what we achieve with Golineuro AI.

Thanks to this technology, the data we obtain is entirely objective and reliable because the person isn’t aware that their gaze—among many other things—is being measured. At the same time, we fully guarantee their anonymity, as Golineuro AI does not record or store images; everything captured is instantly converted into alphanumeric data in real time.