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How to conduct an Eyetracking study

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How to conduct an Eyetracking study

  1. 1. EYE TRACKINGHow and why?UXSTORIES.DK | 69
  2. 2. EYETRACKINGMAPPING OF DIFFERENT TYPES OF USER RESEARCH METHODS What do the user do? Why do the user do it?UXSTORIES.DK 2 | 69
  3. 3. SETTING UP A EYETRACKING STUDYTesting out our graphical designThere is a big difference in how the spectator looks at the actual message and Pampersbrand – depending on the way the baby looks at the spectator or at the Pampers messageUXSTORIES.DK 3 | 69
  4. 4. SETTING UP A EYETRACKING STUDYSUBHEADERSetting up a studie in the eyetracker…UXSTORIES.DK 4 | 69
  5. 5. HOW EYETRACKING WORKSThe bright pupil effectUXSTORIES.DK 5 | 69
  6. 6. HOW EYETRACKING WORKSPupil Centered Corneal ReflectionUXSTORIES.DK 6 | 69
  7. 7. HOW EYETRACKING WORKSTobii Eye trackersUXSTORIES.DK 7 | 69
  8. 8. HOW EYETRACKING WORKSWhat happens in the eyetracker?UXSTORIES.DK 8 | 69
  9. 9. HOW EYETRACKING WORKSWhat happens during the calibration?UXSTORIES.DK 9 | 69
  10. 10. HOW EYETRACKING WORKSWhat happens during the calibration? F (x) ( x, y) x11 x12 x13 (x, y) x21 x22 x23 x31 x32 x33UXSTORIES.DK 10 | 69
  11. 11. HOW EYETRACKING WORKSWhat happens after the calibration? •Gaze Data •t1; x1; y1; z1UXSTORIES.DK 11 | 69
  12. 12. HOW EYETRACKING WORKSWhat happens after the calibration? •Gaze Data •t1; x1; y1; z1UXSTORIES.DK 12 | 69
  13. 13. HOW OUR EYES WORKSOur eyes are the mirror of our soul(brain)UXSTORIES.DK 13 | 69
  14. 14. HOW OUR EYES WORKSHow our eyes are build.. •Retina •Pupil •Cornea •Fovea •LensUXSTORIES.DK 14 | 69
  15. 15. HOW OUR EYES WORKSHow our eyes are build.. •Light receptor cells •rod cells 94% •Cone cells 6%UXSTORIES.DK 15 | 69
  16. 16. HOW OUR EYES WORKSWhere do we focus?.UXSTORIES.DK 16 | 69
  17. 17. HOW OUR EYES WORKSWhat do we actual see?The human visual field = 220ºThe 1-2º area of foveal vision is about the size of athumbnail on an arm lengths distanceUXSTORIES.DK 17 | 69
  18. 18. HOW OUR EYES WORKSWhat do we actual see? The the foveal and parafoveal areas are less than 8% of the visual field but takes up over 50% of the visual cortex in the brain. Peripheral vision is mainly good at picking up movements and contrastsUXSTORIES.DK 18 | 69
  19. 19. HOW OUR EYES WORKS •Fixation •Saccade •The area of foveal visionUXSTORIES.DK 19 | 69
  20. 20. HOW OUR EYES WORKSFixations The fixation lengths varies from about 100 to 600 milliseconds, during this stop the brain starts to process the visual information received from the eyes. All the information from the scene is (mainly) acquired during fixations. Typical fixation frequency is < 3 Hz Common words get shorter fixations than less common words The length of a fixation is usually an indication of information processing or cognitive activities.UXSTORIES.DK 20 | 69
  21. 21. HOW OUR EYES WORKSFixationsUXSTORIES.DK 21 | 69
  22. 22. HOW OUR EYES WORKSSacades Saccades are extremely fast jumps from one fixation to the other and the average length of a saccade is about 20-40 ms When reading English the mean saccade size is 7-9 letter spaces Saccadic suppression: vision is largely suppressed during the movement The end point of saccade cannot be changed during the movement Regressive saccades and the saccade pattern can reveal confusion and problems understandingUXSTORIES.DK 22 | 69
  23. 23. HOW OUR EYES WORKSSacadesUXSTORIES.DK 23 | 69
  24. 24. HOW OUR EYES WORKSSUBHEADERUXSTORIES.DK 24 | 69
  25. 25. SETTING UP A EYETRACKING STUDYSetting up a study in the eyetracker…UXSTORIES.DK 25 | 69
  26. 26. ANALYZING DATAMany different possibilities for applying metricsAnalyzing data from the eye tracking study..UXSTORIES.DK 26 | 69
  27. 27. ANALYZING DATAMany different possibilities for applying metricsUXSTORIES.DK 27 | 69
  28. 28. ANALYZING DATAQualitative studies depends on defining areas of interest to analyse uponUXSTORIES.DK 28 | 69
  29. 29. ANALYZING DATATwo types of researchQuantitative studies(summative research)Use eye tracking to measure differences between designs(or design and benchmarks)When we use eye tracking to measure things - a lot of timeswe doing comparisons in the study as this enables us tomake certain decisions fx. which is a better design forachieving the purpose we want(and to avoid the so what?Question)UXSTORIES.DK 29 | 69
  30. 30. ANALYZING DATAMany different possibilities for applying metricsUXSTORIES.DK 30 | 69
  31. 31. ANALYZING DATA100 + Measures.. Statistics tab: there are 100+ measures.. Reaction 1: Whoa, measures Reaction 2: Yay, measures -> to many measures-> bloated reports-> confusion and dis interest Therefore be picky about the measures you chose, as the report else will be bloated and messy to read, and the take holders wont like that.(confusion & disinterest) Every measure has a meaning(or2 or 3) Different measures things can mean different in different contexts Therefore its important to know how the measures are calculated.. Chose measure with study type and research in mind!UXSTORIES.DK 31 | 69
  32. 32. ANALYZING DATAQuantitative studies Examples of measures: - Time to first Area of interest(AOI) fixation - Total number of fixations in the AOI - Visit count & visit duration per AOI - Average fixation duration Two types of Quantitative studies: 1: Measuring performance related differences(e.g.,. will the new design make it easier to find the relevant information? We are going to look at 4 great an interesting examples (Company information, pharmacists, GPS navigation in compare to competitors, instructions e.g.. from IKEA , how much mental workload do they require..) 2: Measuring action related differences (different locations for a add on a homepage, which add design will create more interest,UXSTORIES.DK 32 | 69
  33. 33. ANALYZING DATAQuantitative studies Decide whether it is a performance study or an attraction study.. For the different studys the same metrics can mean different things…UXSTORIES.DK 33 | 69
  34. 34. ANALYZING DATADifference between performance studies and attraction studies Q:If somebody looks at a thing a lot, and if there are a lot of fixations, what does this mean? Is it god or bad (confusion or interest)? A: It depends on the goal of the person that looks at the thing. Performance or attraction 1.Performance: Eg. package where person are to find the number of calories, then a lower number of fixations are god 2. Attraction: If the person studies an ad or a picture that you would like them to study, then a larger number of fixations are god.UXSTORIES.DK 34 | 69
  35. 35. ANALYZING DATAQuantitative studiesUXSTORIES.DK 35 | 69
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  37. 37. ANALYZING DATAQuantitative studiesUXSTORIES.DK 37 | 69
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  69. 69. ANALYZING DATAResources:Aka Boiko: Film about using KPI measures foreyetracking https://www.youtube.com/watch?v=Xp4pLOk_PtQJacob Nielsen: How to Conduct and Evaluate Usability Studies UsingEyetracking http://www.useit.com/eyetracking/methodology/eyetracking-methodology.pdfLaura Grant – how to make a good questionnaire(to be used when setting up the testdesign): http://www.lauragrantassociates.co.uk/Resources/Resources/24/how%20to%20design%20a%20good%20questionnaire.pdfTobii – homepage with different eyetracking cases andvideos: http://www.tobii.com/en/eye-tracking-research/global/research/usability/Tobii Studio eyetracking software download (to be used when analyzing on your owncomputer): http://studiohelp.tobii.org/Updates/UXSTORIES.DK 69 | 69

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