The document discusses eyetracking technologies and methodologies. It provides information on Tobii eyetracking devices that can track eye movements on various surfaces. The document explains that eyetracking can provide insights into fixations, saccades, reading patterns and more. It cautions that think aloud protocols may interfere with natural behaviors, and that testing should aim to keep participants and environments as natural as possible for most accurate insights.
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 Memory
Memories 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
âtrainingâ and is often âreliedâ upon in Think Aloud testing
13. What does it do?
Dark Pupil Response Bright Pupil Response
To the leftis the resultof dark pupil trackingon a Hispanicor To the leftis the resultof bright pupil trackingon a Hispanic
Caucasianeye,to the right isan Asianeye. orCaucasianeye,to the rightis an Asianeye.
14. What do we âseeâ?
Fixations Saccades
â˘Fixations vary from about 100-600ms ⢠The average length of a saccade is 20-40ms
â˘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
â˘The length of a fixation is usually an
indication of cognitive processing
â˘The dwell time, or length of a fixation
varies depending on the type of stimuli
and our familiarity with its content
â˘Lotâs 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
21. Why Eye Tracking And Think Aloud Donât Mix
⢠With a think aloud protocol dwell
times are increased.
⢠We are programmed to âpleaseâ
people during questioning.
⢠Until asked about the adverts
there was no interaction.
⢠Not natural behaviour as you
donât do this normally.
⢠With retrospective protocols the
dwell times are reduced.
⢠Behaviour is more natural.
⢠Users act on task rather than
trying to âpleaseâ the moderator.
⢠With all testing â context is vial.
22. Personas and Testing Environment
â˘Eyetracking is Non-invasive, however, this massive advantage to
studies is often negated by forcing people to be someone they arenât!
⢠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
âImagine you are...â Use your own money
Be yourself with your own
âI want you to be...â
family and interests
TED Talks â 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 â as many figures as there are papersâŚ
âGreat minds think alike, and fools seldom differâ â Anon.