MRSS and SMI Bring 3D Eye Tracking to India

MRSS India has partnered with computer vision technology developer SensoMotoric Instruments (SMI) to integrate the latter's eye tracking solutions with its full service offer.

SMI launched its 3D eye tracking capabilities last year, allowing the analysis of real-time gaze interaction in virtual environments. MRSS India says it will use the product to help clients understand consumer purchase behaviour, web site use, and to evaluate consumer response to advertising materials.

Sarang Panchal, MRSS India CEO, comments: 'We are pioneers in digital research in India and now have a slew of eye tracking products that we offer to our clients. Research all over the world is moving from claimed consumer responses to real-time metrics, hence rather than merely taking consumer response, we use technology to show what caught the attention.'

Web sites: www.mrssindia.com and ww.smivision.com .