This document discusses eye tracking and its uses. Eye tracking involves measuring where a person is looking or the motion of the eye. Eye trackers are used in research on visual systems and in product design. Some key applications of eye tracking include measuring users' attention on websites, advertisements, and products to understand what captures their interest. Different types of eye tracking devices and methods of measurement are also outlined.

1. Eye Tracking
Bartosz Mozyrko
User Experience Researcher
b.mozyrko@cogision.com

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.org
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3. History
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4. History - photochronograph
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5. History
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6. History
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7. Today
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8. „Ambient” Eye Tracking
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9. Eye Tracking Games
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10. Types of Devices
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11. Types of Devices
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12. Types of Devices
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13. Types of Devices
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14. Types of Devices
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15. Types of Devices
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16. Types of Measurement
Infrared (IR)
Video based
Electrooculograph
(EOG)
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17. Eye-Controlled Phone
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18. Eye Tracking Metrics
Time to First Fixation
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19. Eye Tracking Metrics
Fixation Length
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20. Eye Tracking Metrics
Fixation Count
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21. Eye Tracking Metrics
Fixations Before
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22. Eye Tracking Metrics
Percentage Fixated
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23. Eye Tracking Metrics
Observation Length
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24. Eye Tracking Metrics
Observation Count
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25. Advertising Message Testing
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26. Advertising Message Testing
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27. Advertising Message Testing
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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.
Bunnyfoot
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29. Pareidolia
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30. A/B Testing - Newspaper Advertising
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31. A/B Testing - TV Advertising
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32. Men and Women :]
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33. Men and Women :]
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34. The Value of Point-of-Purchase Marketing
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35. „Real Life” Banner Blindness
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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?
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37. Men and Women #2 ;]
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38. Questions?
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39. Further Reading
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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.htm
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