This Realtor Is Tracking Your Every Glance

Acne Fits Potential Home Buyers With Eye-Tracking Glasses in a Revealing Experiment

Published on Oct 22, 2014

Editor's Pick

What do people really look at when they're viewing a home? Swedish realtor Svensk Fastighetsförmedling wanted to show that it's in touch with consumer desires, so it worked with Acne (the production specialist behind such data-driven experiments as Ibis' sleep art) to find out.

Potential buyers and other visitors -- including kids and dogs -- were kittted out with eye-tracking glasses from Tobii Technology. Via IR sensors, reflective glass and illuminators, Acne monitored and recorded exactly what they were looking at, for how long and in what order.

What's fun about the film of the experiment, shown here, is that every member of the family is concerned about totally different stuff, whether it's the appliances, roof, or the fact the floor's not made out of plastic.

You can find out more about the experiment (in Swedish) on the website.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Oct 22, 2014
ACNE Advertising
The Real Estate Eye

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.