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What you need to know about Eye Tracking (New version)

by User Experience Designer at Brignull Ltd on May 13, 2010

  • 29,551 views

When you see a heatmap for the first time, you are probably so busy saying “wow!” that you forget to critically evaluate what you are seeing. It’s easy to feel intimidated. The technology ...

When you see a heatmap for the first time, you are probably so busy saying “wow!” that you forget to critically evaluate what you are seeing. It’s easy to feel intimidated. The technology involved is phenomenal. But this doesn’t mean all research done on an eye tracker is infallible – far from it. This talk is intended to give you a heads-up on how to think critically about eye tracking.

Huge thanks to Bunnyfoot for providing all the eye tracking heatmaps used in this talk. This talk was given at UXLX'10 in Lisbon.

Blog: http://90percentofeverything.com
Company: http://madgex.com

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18 of 8 previous next Post a comment

  • gijswijs Gijs Van Dam, CEO at Mindbus I just talked the other day to a neuropsychologist about this and how interesting it would be to combine ET with fMRI. That would give you an extra objective source of evidence next to the ones listed in slide 19. 2 years ago
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  • boostergold Booster Gold I had a professor that was way into that eye tracking. The tracking equipment is silly to look at but tells you a lot about advertisements. 3 years ago
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  • sunsunich Alex Debkaliuk, UX Designer at Cogniance Absolutely :)

    It's just that it looks like an eye-candy... Marketing and the board can't resist the lovely gradients. :)
    3 years ago
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  • Leon78 Leon at Leon good presentation and interesting points 3 years ago
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  • harrybr Harry Brignull, User Experience Designer at Brignull Ltd @Acuity ETS If you look at slides 41 onwards, you'll see I intentionally ended with a set of unanswered questions. If you want to respond to them, that would be fantastic! James Breeze tells me that he's also preparing a response, along with some other advocates. 3 years ago
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  • AcuityETS Acuity ETS Limited at Acuity ETS Limited Harry, as a reseller of eye tracking equipment you make some valid points - in terms of that without correct understanding of how the eye, and indeed the mind and your memory, works and without putting eye tracking results in context to the goals and aims (such as the Realeyes study you correctly identified a flaw in) then outputs alone don't add value. Recently we have run some eye tracking workshops for potential clients (for both us, and also UX companies) to identify these weaknesses and to educate and help people determine the difference between 'here's a few heatmaps' type of reporting as opposed to constructive and detailed work - where a solid methodology using eye tracking can add a lot of value to a study. It would have been nice if you had acknowledged that with the correct methodology and test protocol that eye tracking can be a powerful tool - indeed you have enquired with us about the purchase prices of equipment in the past. Perhaps we can 'add' to your presentation and complete the 'circle of (eye tracking) life'. 3 years ago
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  • objectivedig Objective Digital at Objective Digital Nice one for explaining how eye tracking can be messed up! Thanks for the credit! However, I am preparing a story about how eye tracking can be done correctly and how valuable it really is. 3 years ago
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  • reflekt Zoltan Gocza, Head of UX at Ustream Brilliant presentation, thanks! 3 years ago
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What you need to know about Eye Tracking (New version) What you need to know about Eye Tracking (New version) Presentation Transcript