The Evolution Of Eye Tracking

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A presentation (a little old now!) about the evolution of eye tracking by Anne Jansen of Tobii.

A presentation (a little old now!) about the evolution of eye tracking by Anne Jansen of Tobii.

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  • 1. Eye Tracking Tutorial Anne Jansen anne.jansen@tobii.com Account Manager Tobii Technology B.Sc. Degree Physics M.Sc. Student Human-Technology Interaction
  • 2. eye-tracking has come a long way!
  • 3. …not quite
  • 4. Non invasive Non intrusive Tobii 1750 Eye Tracker
  • 5. Copy of video file can be found on www.tobii.com It’s almost Childs play
  • 6. Aim of Tutorial Part I. Overview of applications with Eye Tracking Part II. Insight in use of Tobii Eye Tracker
  • 7. Why eye tracking? Clear additional insights into behavior Measurable behavior Objective results Hard deliverables
  • 8. Eye tracking applications Advertising (pre)testing Psychology research Usability studies and HCI Research And much more….
  • 9. First fixation Most fixations Gaze time Movement between fixations (saccades) What can we learn from eyetracking?
  • 10. What can we learn from eyetracking? What is seen What isn’t seen Aggregation of data across many observers
  • 11. First fixation – what is the most attention grabbing element? Most fixations – what keeps our attention? Gaze time – am I confused or engaged? Movement between elements - structured or random? Why is this important?
  • 12. Why is this important? What is seen – what detail, noted, partially read, fully read? What isn’t seen – missed opportunities to persuade. Aggregation of data across many observers – allows decisions to be based on quantitative data.
  • 13. Eye tracking applications Advertising (pre)testing Psychology research Usability studies and HCI Research And much more….
  • 14. Volunteer Please!
  • 15. Advertisement What is the most attention grabbing element?
  • 16. First fixation – What is the most attention grabbing element?
  • 17. First fixation – What is the most attention grabbing element?
  • 18. First fixation – What is the most attention grabbing element?
  • 19. First fixation – What is the most attention grabbing element?
  • 20. Advertisement Do visual cues drive consumers effectively?
  • 21. Fixation order - Do visual cues drive consumers effectively?
  • 22. What isn't noted And what is!
  • 23. Which logo is noted?
  • 24. Noted?
  • 25. Advertising (pre)testing Print advertising TV commercials Product placement Web advertising
  • 26. Print advertising
  • 27. Real life size In street advertising Product placement Projector screen applications
  • 28. Eye tracking applications Advertising (pre)testing Psychology research Usability studies and HCI Research And much more….
  • 29. Volunteer Please! Who is good at spotting the odd one out?
  • 30. Psychology Research
  • 31. Large saccadic movements can indicate confusion Confused?
  • 32. Confused?
  • 33. Structured or random?
  • 34. Structured or random?
  • 35. Making decisions Backtrack between options Sometimes take one last look to be sure
  • 36. Making decisions Backtrack between options Sometimes take one last look to be sure
  • 37. Making decisions Backtrack between options Sometimes take one last look to be sure
  • 38. Psychology Research Studies of autism, ADHD, schizophrenia General psychological response studies Infant research Reading studies Studies of ocular-motor behavior and vision deficiencies
  • 39. Eye tracking applications Advertising (pre)testing Psychology research Usability studies and HCI Research And much more….
  • 40. Usability and HCI Web pages Software Handheld devices Physical products Interactive TV Games Testing methodology Quick or in-depth eye tracking analysis In parallel with think-aloud, observations and interviews
  • 41. How do different user populations interact with my design? Where should important content be placed?
  • 42. What happens during breakdown events? What are people looking at when clicking button, getting stuck, expressing frustration?
  • 43. Web usability The way we were/are :)
  • 44. Think aloud! The established way
  • 45. Copy of video file can be found on www.tobii.com
  • 46. Most users aren’t that confident articulating the websites failings Increased cognitive load Pressure from being observed Not familiar with introspection May cause the user to behave differently
  • 47. A new way Post Experience Eye tracked Protocol (PEEP)
  • 48. What is PEEP? User is given tasks Moderator leaves the room (goes to viewing room to watch live eye tracking) User (tries) to complete tasks Moderator returns and uses the gaze replay video to post evaluate experience with user
  • 49. Volunteer Please! Who has been a subject in a web user test?
  • 50. PEEP identified significantly more usability problems than Think Aloud both quantitative and qualitative
  • 51. Think aloud
  • 52. PEEP
  • 53. Significantly fewer participants completed the task while thinking aloud, indicating reactivity effects Using Eye-movement Data to Cue Retrospective Protocols in Online Usability Testing By Nicola L. Eger
  • 54. Mobile Devices Copy of video files can be found on www.tobii.com
  • 55. Copy of video file can be found on www.tobii.com Games
  • 56. Eye tracking applications Advertising (pre)testing Psychology research Usability studies and HCI Research And much more….
  • 57. Data easily influenced Looked, but did they really see it? Use of peripheral vision Limitations of eye tracking
  • 58. Eye tracking in Usability lab Test room Control room
  • 59. Eye tracking in South Africa Prof. Pieter Blignaut Department of Computer Science and informatics University of the Free State Bloemfontein PieterB.SCI@mail.uovs.ac.za
  • 60. Eye tracking in Portable Usability lab Test station Web user camera Tobii 1750 Eye Tracker Firewire cable USB VGA out Firewire ports port port Control station Laptop computer (single computer that runs both ClearView and Tobii Eye Tracker Server)
  • 61. Why eye tracking? Clear additional insights into behavior Gaze time Measurable behavior 1800.00 1600.00 1400.00 1200.00 1000.00 Gaze time Mean 800.00 Objective results 600.00 400.00 200.00 0.00 Benetton Nipple Nipple Spoon Arm Website WFP Logo Leftside Arm Chest Area logo Addresses AOI Hard deliverables More information: Studying web pages using eye tracking, White paper by Kirk Ewing, Tobii
  • 62. Eye Tracking Thank you for joining the tutorial. If you have any questions or remarks, please feel free to contact me directly at anne.jansen@tobii.com