July 20, 2006 -- Alex Arthur European (EBU) Super Featherweight champion is using the latest mobile eye-tracking equipment available to track and enhance his boxing technique. The equipment supplied by Activity, Interaction and Usability Limited is lightweight and can be worn without connection to other computer hardware. Eye-tracking captures the overall view and the moment by moment focus of the wearer with two miniature cameras and puts one image on top of the other with a cross-hair. “This technology linked to our analysis techniques lets us see what is viewed, for how long and how the wearer follows through based upon what they have seen. In the case of a boxer like Alex Arthur we can see if he is hitting the targets he is aiming at, this assists in his training schedule. Mobile eye-tracking and AI Usability analysis can assist any athlete who requires fine tuning in their targeting and coordination skills” says Karl Smith, managing director Dr. William A. Boothe.
Activity Interaction & Usability Limited is also involved in testing marketed materials including websites, news papers, interactive television, product placement, billboards and store graphics. Current eye tracking capabilities allow testers to walk around while wearing light weight remote capture equipment, to wander down high streets, walk into shops or view computer screens, TV's or cinema presentations, Dr. Boothe. The company is able to use their eye-tracker services in sports, social and business environments as each of these situations affect the wearer’s experiences and their ability to observer or complete tasks. They also operate Brand Recognition Testing on media offerings, where the dailies (rushes) from TV advertising and program product placement are tested using eye-tracking to see if the embedded brand messages are being passed to viewers.