SMI Tracks the Eyes of World Leaders at Davos 2014

Berlin, Germany, January 22, 2014 --(PR.com)-- From January 22-25, 2014 the World Leaders will gather in Davos, CH, as they have been doing each year for more than three decades. SensoMotoric Instruments (SMI; www.smivision.com) will be there to present eye tracking as a key technology which drives industry transformation – especially when used in combination with brain response data. Decision making, the related information processing and human-machine-interaction are being transformed by better understanding and real time usage of visual attention, emotions and brain information processing.

In a unique on-site eye tracking experiment with world leaders conducted in Davos, SMI will demonstrate how eye tracking reveals the underlying factors of information retrieval. How these insights can be used to improve decision making, inform policy-making and strategy will be explained by Olivier Oullier, professor of Behavioral and Brain Sciences at Aix-Marseille University (France) and also a Young Global Leader of the World Economic Forum. He will lead the experiment all week long and, on January 23rd, he will present results from an innovative worldwide lab and on site study he conducted for the World Economic Forum and his partners. Key insights on sustainable consumption were investigated and compared across countries thanks to the unique mobility afforded by the combination of SMI Eye Tracking Glasses 2,0 (ETG) in combination with Emotiv's EPOC brain response technology.

Follow their updates on davos.smivision.com and via #EyeBrainDavos on Twitter and come and experience this revolutionary technology.

Eye tracking has evolved rapidly in the last years – from a niche scientific lab technology to a standard analytical tool used to understand the human mind and to a key component in vertical applications. Currently, eye tracking has also captured the imagination of many as a possible next major interaction method to control games, computers, smartphones, TVs, cars and other devices and applications. SensoMotoric Instruments is a leading market player who shapes new applications of eye tracking with game-changing technological advances such as the SMI Eye Tracking Glasses 2.0 mobile eye tracker that only requires a smartphone to collect data or the SMI RED-n remote eye tracking technology for OEM integration.

Olivier Oullier, professor of Behavioral and Brain Sciences at Aix-Marseille University: “The portable solution afforded by the combination of SMI Eye Tracking Glasses 2.0 together with Emotiv’s brain response EPOC headset allows to measure human behavior in various environments where it was impossible to collect this kind of combined data until recently. Eye tracking reveals underlying reasons for people’s decisions and actions that are not accessible with methods based on self-reports such as surveys, polls or focus groups that are highly limited and biased. Together with neuroscientific data it provides unprecedented insights to understand how individuals make decisions and helps organizations improve their efficiency in domains ranging from business to policy making. Among the research we conduct(ed), we use this technology to investigate food behavior, sustainable consumption, trading, safety procedures in transportation and production environments and to help NGOs achieve social and behavior change as well as private and public organizations to design efficient evidence-informed strategies.”

Eberhard Schmidt, Managing Director, SensoMotoric Instruments: “Eye tracking provides unique insights into human emotions and decision making based on decades of scientific research. Furthermore it will be changing the way people interact with computers as significantly as mouse, touch technology and speech recognition did. Mass market implementation of course requires robust solutions and innovative suppliers that understand the needs of the user across the evolving applications. SMI has an unparalleled track record in technical and market innovation with leading partners around the world. We are set to bring to the user the full potential of gaze based interaction and to continue to facilitate cutting edge research into human behavior and decision making.”