1. An operational method for object based attention tracking in a virtual environment comprising the steps of: supplying visual stimuli to at least one person in the form of a virtual environment in which at least the objects of interest have a three dimensional wire frame of that is surrounded with a skin, wherein the visual stimuli is presented in a session to the person on a display device; tracking the persons gaze direction and focus on the display device throughout at least a portion of the session with an eye tracking sub-system; assigning unique identifiers to the models of the objects of interest; evaluating the obtained eye tracking data and assigning attention data to specific objects of interest resulting in object specific attention data.