Tobii Eye Tracking Seller in Australia & New Zealand
Since 2008, Objective Eye Tracking has been #1 Tobii Eye Tracker Seller (Hardware & Software) in Australia and New Zealand. We also offer eye tracking consultancy services.
James Breeze, CEO
James Breeze is the CEO and founder of Objective Eye Tracking, a Tobii Eye Tracking Seller in Australia & New Zealand and a premier provider of eye-tracking solutions and UX research services across the APAC region.
With more than 20 years of experience in usability, user experience, and eye-tracking technology, James is a recognised leader in using eye-tracking research to understand human behaviour.
His work has empowered businesses across various sectors, including academia, retail, finance, and technology, to enhance customer engagement and refine their digital strategies through actionable insights.
James earned a Master of Organisational Psychology from Macquarie University, laying the foundation for his career as a human behaviour researcher. As CEO, he has positioned the Objective Eye Tracking as an authorized reseller of Tobii, the world’s leading eye-tracking technology provider.
Under James’s leadership, Objective Eye Tracking has collaborated with most universities in Australia and New Zealand and Fortune 500 companies to deliver impactful research projects. Objective Eye tracking is now the Tobii Eye Tracking Seller in Australia and New Zealand.
A frequent speaker at industry events and many universities, James shares his expertise on research trends and the role of eye-tracking.
What are Eye Trackers and how do they work?
Eye trackers are fascinating devices that follow and measure where you’re looking, how your eyes move, and even how long you focus on a certain spot. They work using a combination of infrared light and high-speed cameras. Here’s a simple breakdown:
- Illumination – Infrared light is directed toward the eyes. It’s invisible to you but helps create a clear reflection.
- Capture – A camera detects the reflection from the cornea and the movement of the pupil.
- Processing – Advanced algorithms analyze this data to determine gaze direction, fixation points, and eye movement patterns.
- Output – The results can be used for research, gaming, accessibility tools, or even improving user interfaces.
Heatmaps
Eye Trackers show what does and does not get attention, where the eye gaze lingered, where users expect to find certain features, and how multiple designs compare.
Gazeplots
Learn fixation sequence, i.e. the path the eye takes, as well as the length of fixation (more fixations create larger dots).
Area Specific Analysis
Create specific statistical analysis of areas of interest, including time to first fixation, time spent in each section etc.
Live viewing, Retrospective think aloud interviews and videos
In a lab, observers can view live gaze-tracking during testing. The gaze-tracking footage can then be shown to the participant after the test to prompt their memory, gleaning greater insights from follow up user testing retrospective think aloud interviews.
The results are then analysed in Tobii Pro Lab.