Eye Tracking (IxDA 2011)

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Prezentacja z trzeciego spotkania poznańskiego oddziału International Design Association (IxDA).

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Eye Tracking (IxDA 2011)

  1. 1. Eye TrackingBartosz MozyrkoUser Experience Researcherb.mozyrko@cogision.com
  2. 2. Definition• Eye tracking is the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head.• An eye tracker is a device for measuring eye positions and eye movement.• Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product design. Wikipedia.org2
  3. 3. History3
  4. 4. History - photochronograph4
  5. 5. History5
  6. 6. History6
  7. 7. Today7
  8. 8. „Ambient” Eye Tracking8
  9. 9. Eye Tracking Games9
  10. 10. Types of Devices10
  11. 11. Types of Devices11
  12. 12. Types of Devices12
  13. 13. Types of Devices13
  14. 14. Types of Devices14
  15. 15. Types of Devices15
  16. 16. Types of Measurement Infrared (IR) Video basedElectrooculograph (EOG)16
  17. 17. Eye-Controlled Phone17
  18. 18. Eye Tracking Metrics Time to First Fixation18
  19. 19. Eye Tracking Metrics Fixation Length19
  20. 20. Eye Tracking Metrics Fixation Count20
  21. 21. Eye Tracking Metrics Fixations Before21
  22. 22. Eye Tracking Metrics Percentage Fixated22
  23. 23. Eye Tracking Metrics Observation Length23
  24. 24. Eye Tracking Metrics Observation Count24
  25. 25. Advertising Message Testing25
  26. 26. Advertising Message Testing26
  27. 27. Advertising Message Testing27
  28. 28. Faces and Their „Value” We have an innate skill in recognising human faces, a phenomenon known as pareidolia. We can use images of people’s faces to draw attention. Position products or calls to action close to images of faces to guarantee that they are seen. Bunnyfoot28
  29. 29. Pareidolia29
  30. 30. A/B Testing - Newspaper Advertising30
  31. 31. A/B Testing - TV Advertising31
  32. 32. Men and Women :]32
  33. 33. Men and Women :]33
  34. 34. The Value of Point-of-Purchase Marketing34
  35. 35. „Real Life” Banner Blindness35
  36. 36. „Real Life” Banner Blindness Czy jest Pan/Pani świadom/a, że w salonach Vox pomiar dokonywany przez montażystę podczas pierwszej wizyty jest dokonywany za darmo?36
  37. 37. Men and Women #2 ;]37
  38. 38. Questions?38
  39. 39. Further Reading39
  40. 40. References• http://www.slideshare.net/Tobii/what-is-tobii-eye- tracking-presentation• http://www.sugarcs.com/eye-tracking-in-bus-stop- advertising-1113.html• http://www.slideshare.net/Tobii/eye-tracking- metrics-in-tobii-studio-presentation• http://www.cxpartners.co.uk/thoughts/10_ways_to _use_photos_to_enhance_the_user_experience.htm40

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