AGCO DANMARK

Analyzing mental load using eye tracking

Since 2021, we have helped AGCO DANMARK analyze agriculture operators' focus and mental load using eye tracking. AGCO is a global leader in the design, manufacture and distribution of agricultural machinery and it is important for them to understand how conditions are for farmers, as well as what effect new agricultural machinery has on the farmers mental load.

We help AGCO both to make the eye tracking measurements, directly in the fields, as well as all the analysis work and reporting. The parameters we look at are especially dwell time in different areas of interest, how fast the farmer looks around and pupil size.