ELEVATE NEUROMARKETING RESEARCH

Integrated EEG and Eye Tracking Technology for Comprehensive Consumer Behavior and Cognitive Analysis

HIAMP AND TOBII

COMBINED EEG AND EYE-TRACKING

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SIMULTANEOUS EEG AND EYE TRACKING RECORDINGS

Using the g.HIamp biosignal amplifier in combination with the Tobii Pro Fusion eye tracker provides a powerful and comprehensive solution for studying brain activity and behavior simultaneously in controlled environments. This integration allows researchers to capture high-quality EEG data while precisely monitoring eye movements and gaze patterns, offering deeper insights into cognitive and neural processes related to visual attention, perception, and decision-making.

The high precision and adaptability of the g.HIamp biosignal amplifier ensure accurate and reliable recordings, making it suitable for a wide range of experimental setups. By synchronizing EEG and eye-tracking data, researchers can effectively analyze how brain responses correlate with visual stimuli and behavioral actions in real-time. This combination is particularly valuable in fields such as neuromarketing, cognitive psychology, and other disciplines that focus on understanding the connection between brain activity and visual engagement.

The Tobii Pro Fusion interface block in Simulink manages the device’s acquisition state, enabling control over start/stop functions and synchronization of gaze data with EEG. Calibration can be performed through Simulink or the Tobii Pro Fusion application before running the model. To set up, create a Simulink model using the Tobii Pro Fusion Demo template, connect the device to the system, and perform a quick calibration using a target at an appropriate distance.

For data synchronization, Tobii Pro Lab software synchronizes gaze events (such as eye fixation on objects) with EEG data via a synchronization signal from the Tobii Pro Fusion connected to an input on the g.HIamp amplifier. Recorded events can be exported from Tobii Pro Lab and imported into g.BSanalyze for further offline processing and analysis, enhancing the integration and interpretation of gaze and EEG data for research purposes.

The Tobii Pro Simulink interface of g.HIsys supports Tobii Pro Fusion, Tobii Pro X3-120, Tobii Pro Spectrum, and Tobii Pro Spark eye trackers.

Combining a high-precision, multi-channel EEG amplifier like the g.HIamp with active EEG electrode technology and eye-tracking opens up unique possibilities for advanced neuroscience research, cognitive studies, and brain-computer interface applications. Here are some key benefits:

  1. High-Quality Signal Acquisition: The g.HIamp’s multi-channel, high-precision capabilities ensure that even subtle brain signals are captured clearly. Paired with active electrodes, it minimizes noise and artifacts, providing accurate EEG data. This is crucial for detailed studies where even minor signal variations matter, such as brain mapping or mental state analysis.
  2. Comprehensive Brain and Visual Attention Analysis: While the g.HIamp provides a clear view of brain activity across multiple regions, eye-tracking contextualizes this data by showing where the user’s gaze is directed. This combination is invaluable for understanding how the brain responds to specific visual stimuli, whether in research, medical diagnostics, or real-time applications.
  3. Enhanced Cognitive and Behavioral Studies: In studies focused on attention, decision-making, and cognitive load, this combined approach allows researchers to observe both the “what” (eye-tracking) and the “why” (EEG). This is especially helpful in experiments where understanding both visual attention and corresponding brain activity is essential, such as studying response to complex visual environments or social cues.
  4. Improved BCI Systems: By integrating high-fidelity EEG data from the g.HIamp with eye-tracking information, BCI systems can become more responsive and accurate. For example, in gaze-based BCIs, eye-tracking can indicate where the user is looking, while EEG data can verify intent or focus, making these interfaces more intuitive and efficient.
  5. Invaluable for Clinical and Neurorehabilitation Applications: In clinical settings, this combined approach can enhance diagnostic accuracy and therapeutic outcomes. For instance, in neurorehabilitation, tracking both eye movements and brain responses can offer insight into motor or cognitive impairments, allowing for more targeted interventions.
  6. Optimal for High-Density Brain Mapping: With its high-channel configuration, g.HIamp enables detailed spatial mapping of brain activity, while eye-tracking helps correlate this data with visual focus points. This is particularly useful in complex environments or studies where spatial brain patterns and visual orientation need to be understood in tandem, such as in VR environments or immersive training scenarios.

Overall, combining high-precision EEG amplification, active electrodes, and eye-tracking provides a full-spectrum view of the brain’s responses and attentional focus. This enriched data enables advanced research, improves BCI performance, and supports applications in medical, cognitive, and user-experience fields.

To read more about neuroscience experiments with g.tec technology, please visit our Frontiers profile.

g.HIAMP SPECIFICATIONS

Acquire EEG and Eye-tracking signals that are perfectly synchronized and integrated
16/32/80/144/256 DC coupled wide-range input channels, able to record any type of signal (EEG, ECoG, EMG, EOG/spikes, connected various sensors)
High-performance EEG/EMG/ECG/... amplifier
All channels perfectly synchronized with 24 Bit resolution
Integrated impedance measurement for active and passive electrodes
Works with all types of active and passive biosignal electrodes (g.LADYBbird, g.SCARABEO, g.SAHARA, g.Pangolin, cortiQ electrodes)
Full software environment for combined EEG and Eyetracking recordings
Easy configuration and setup with g.HIsys Professional for Simulink
g.BSanalyze software for multimodal biosignal data processing and analysis

TOBII PRO FUSION SPECIFICATIONS

Eye tracking techniqueCorneal reflection, dark pupil, stereo geometry
Binocular eye trackingYes
Sampling rate30 Hz, 60 Hz, 120 Hz, or 250 Hz
Calibration procedureOne point
Precision0.04° RMS in optimal conditions (applying Savitzky-Golay filtering, settings listed in the test report) 0.2° RMS in optimal conditions (raw signal)
Accuracy0.3° in optimal conditions
Slippage compensationYes, 3D eye tracking model
Eye tracker latency Mean latency < 13 ms @ 250 Hz (SD < 1.2 ms)²
Gaze recovery time250 ms
Blink recovery time1 frame (immediate)

SEAMLESS EEG AND EYETRACKING INTEGRATION

Combining the g.HIamp biosignal amplifier with Tobii PRO Fusion provides a powerful tool for studying brain activity and behavior simultaneously in real-world settings. This setup captures high-quality EEG data while monitoring eye movements, offering insights into cognitive processes like visual attention and decision-making. The wireless, lightweight design allows natural movement, increasing the ecological validity of experiments. By synchronizing EEG and eye-tracking data, researchers can analyze how brain responses correlate with visual stimuli and behavior in real-time, making it valuable for fields such as neuromarketing and cognitive psychology.

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TOBII PRO SIMULINK INTERFACE

The Tobii Pro Simulink Interface within g.HIsys is a powerful toolbox designed to integrate Tobii Pro eye tracker data for use in Simulink models. It supports various g.tec amplifiers, such as g.Nautilus, g.USBamp, and g.HIamp, with demonstration models available in the g.HIsys – Tobii Pro section. The interface outputs include 3D vectors for left and right gaze positions (with validity indicators) and 2D vectors for left and right pupil diameters (in mm).

Users can easily set up a model using the Tobii Pro Simulink Interface Amplifier Demo template, configure the eye tracker, and confirm the sampling rate via the Simulink block. This streamlined setup enables quick visualization of gaze and EEG data with minimal steps, using display blocks and g.Scope for efficient data monitoring.

Tobii Pro Simulink Interface of g.HIsys toolbox

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