For many studies, the presentation of pictures or videos is not sufficient to produce real examination conditions. On the other hand, the direct investigation outside the laboratory can sometimes only be realized with high costs and time or sometimes is not possible at all for various reasons.
An alternative is offered by the replacement of reality by virtual environments. Using the Unity3D engine controlled environments can be provided. Your subjects may move independently and can interact with virtual items. The eye tracker is always kept in sync with the current environment, areas of interest are replaced by three-dimensional objects of interest.
The example shows a virtual shopping mall, in which the user can move independently. The eye tracker pursues on which objects the gaze is focused. These data is stored for later analysis purposes.
Of course, these studies can be complemented by measuring physiological variables with the help of our recording systems.