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Eyetracking 101

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  • TED Talks – Tor Norretranders referenced by David McCandless http://www.ted.com/talks/lang/eng/david_mccandless_the_beauty_of_data_visualization.html
  • Duration of Sensory/Working memory contentious – as many figures as there are papers…
  • “Great minds think alike, and fools seldom differ” – Anon.

Transcript

  • 1. Scott Hodgins, Director Acuity ETS Limited, UKConcepts, Technologies, Methodologies
  • 2. Eyetracking 3.0According to a recent study from Harvard…90-95% of behavior isunconscious.
  • 3. Eyetracking 3.0Tor Norretranders: The User Illusioncog. Input 11,000,000 b/scog. Output 100,000 b/s
  • 4. Cognitive Bandwidth: Sensory Information sight touch hearing/smell 1250 MB/s 125 MB/s 12.5 MB/s taste
  • 5. Interpreting Information: The Memory Sensory Memory Limit thought to be around 12 items, which fades after 200-500ms. Sensory memory cannot be prolonged via rehearsal. Long Term MemoryMemories built on experience, lifelong exposure, learning and so on. Brand recognition and ability to complete processes are related to our long term memory Short Term Memory Usually thought to be around 4 -5 items of varying complexity depending on ability, can be improved by ‘training’ and is often ‘relied’ upon in Think Aloud testing
  • 6. Technology harnessed New technologies
  • 7. ”…we can eyetrack (almost)anything…”
  • 8. Tobii T Series
  • 9. Tobii T Series: Web Usability
  • 10. Tobii X Series
  • 11. Tobii X Series: CiiC Brazil
  • 12. Tobii Glasses
  • 13. What does it do?Dark Pupil Response Bright Pupil ResponseTo the leftis the resultof dark pupil trackingon a Hispanicor To the leftis the resultof bright pupil trackingon a HispanicCaucasianeye,to the right isan Asianeye. orCaucasianeye,to the rightis an Asianeye.
  • 14. What do we “see”?Fixations Saccades•Fixations vary from about 100-600ms • The average length of a saccade is 20-40ms•The majority of information about a scene • Vision is (mostly)suppressed during a saccade is acquired during fixations • Regressive saccades can reveal confusion or problems with understanding•The length of a fixation is usually an indication of cognitive processing•The dwell time, or length of a fixation varies depending on the type of stimuli and our familiarity with its content•Lot’s of short sporadic fixations can illustrate confusion, random searching or a lack of content deemed interesting or useful
  • 15. What does it mean? Reading The participant reads a familiar phrase Understanding The participant clears up the confusion Associating The participant has the option to learn
  • 16. Outputs: Visualisations
  • 17. Eyetracking 3.0Walter Bagehot (1826-1881)…Lies, Damned Lies & Statistics
  • 18. Why Methodologies Are Important Which actor is more attractive?
  • 19. Why Methodologies Are ImportantI am sure the ladies will disagree!
  • 20. Why Methodologies Are Important
  • 21. Why Eye Tracking And Think Aloud Don’t Mix • With a think aloud protocol dwell times are increased. • We are programmed to ‘please’ people during questioning. • Until asked about the adverts there was no interaction. • Not natural behaviour as you don’t do this normally. • With retrospective protocols the dwell times are reduced. • Behaviour is more natural. • Users act on task rather than trying to ‘please’ the moderator. • With all testing – context is vial.
  • 22. Personas and Testing Environment•Eyetracking is Non-invasive, however, this massive advantage tostudies is often negated by forcing people to be someone they aren’t!• The same thing can apply to test environments and test set-ups. Unnatural Natural Talk aloud protocol Test at home Never bought / have no Keep it relevant interest “Imagine you are...” Use your own money Be yourself with your own “I want you to be...” family and interests
  • 23. Eyetracking 3.0Thank you.