Eye Trackers Make Big Brother Debut

Behavioural research consultancy SimpleUsability has provided UK reality TV show Big Brother with its eye tracking technology, which was used in last night's coverage as part of a challenge given to housemates.

Founded in 2001, Leeds-based SimpleUsability offers a range of data gathering and analysis services including online usability research, online and mobile eye tracking research, and emotion response analysis (ERA) using electroencephalography (EEG).

In the material that aired yesterday evening on Channel 5, contestants took part in a 'rat lab experiment' while wearing a pair of SimpleUsability's eye tracking glasses.

These glasses monitored and recorded the eye movements of each of the housemates in the 'Eyes on the Prize' challenge, for which they could win a takeaway meal, a private party, or a tub of protein shake if they held their gaze until the end of the task. However, diversions such as a 17-foot-long snake and burlesque dancers were used in an attempt to distract contestants.

While SimpleUsability's founder and MD Guy Redwood described the task as 'just a bit of fun', he said it illustrates how unobtrusive the technology has become. 'The eye tracking glasses pinpointed exactly where contestants were looking when undertaking the challenge; something which the human eye alone could not do, as the tiniest of sideward glances would very likely be missed,' he added.

Web site: www.simpleusability.com .