Psychology. Through his business Objective Eye Tracking, he has been, with extensive experience, helping business leaders and academics understand people across South East Asia, Australia and New Zealand. His consultancy, Objective Experience, with oﬃces in Sydney and Singapore specialises in using eye tracking to understand consumers unconscious experience across oﬄine and online interactions.
As an eye tracking specialist, he has used Tobii eye trackers for many years for market and shopper research, usability testing. James is an Adjunct lecturer at NUS, ISS, University of New South Wales and Macquarie University.