The document provides an overview of eye tracking applications for advertising testing, psychology research, and usability studies. It describes how eye tracking can provide objective metrics on what users look at, how long they look, and their viewing patterns. The tutorial also demonstrates how eye tracking can be used in various settings and applications, from web and mobile usability to advertising pre-testing.

2. Eye Tracking Tutorial
Anne Jansen
anne.jansen@tobii.com
Account Manager Tobii Technology
B.Sc. Degree Physics
M.Sc. Student Human-Technology
Interaction

3. eye-tracking has come a long way!

4. …not quite

5. Non invasive
Non intrusive
Tobii 1750 Eye Tracker

6. Copy of video file can be
found on www.tobii.com
It’s almost Childs play

7. Aim of Tutorial
Part I. Overview of applications with Eye
Tracking
Part II. Insight in use of Tobii Eye Tracker

8. Why eye tracking?
Clear additional insights into behavior
Measurable behavior
Objective results
Hard deliverables

9. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….

10. First fixation
Most fixations
Gaze time
Movement between fixations (saccades)
What can we learn
from eyetracking?

11. What can we learn
from eyetracking?
What is seen
What isn’t seen
Aggregation of data across many observers

12. First fixation – what is the most attention
grabbing element?
Most fixations – what keeps our attention?
Gaze time – am I confused or engaged?
Movement between elements - structured
or random?
Why is this important?

13. Why is this important?
What is seen – what detail, noted, partially
read, fully read?
What isn’t seen – missed opportunities to
persuade.
Aggregation of data across many observers
– allows decisions to be based on
quantitative data.

14. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….

15. Volunteer Please!

16. Advertisement
What is the most attention
grabbing element?

17. First fixation – What is the most
attention grabbing element?

18. First fixation – What is the most
attention grabbing element?

19. First fixation – What is the most
attention grabbing element?

20. First fixation – What is the most
attention grabbing element?

21. Advertisement
Do visual cues drive
consumers effectively?

22. Fixation order - Do visual cues
drive consumers effectively?

23. What isn't noted
And what is!

24. Which logo is
noted?

25. Noted?

26. Advertising (pre)testing
Print advertising
TV commercials
Product placement
Web advertising

27. Print advertising

28. Real life size
In street advertising
Product placement
Projector screen applications

29. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….

30. Volunteer Please!
Who is good at spotting the odd one out?

31. Psychology Research

32. Large saccadic movements
can indicate confusion
Confused?

33. Confused?

34. Structured or random?

35. Structured or random?

36. Making decisions
Backtrack between options
Sometimes take one last look to be sure

37. Making decisions
Backtrack between options
Sometimes take one last look to be sure

38. Making decisions
Backtrack between options
Sometimes take one last look to be sure

39. Psychology Research
Studies of autism, ADHD, schizophrenia
General psychological response studies
Infant research
Reading studies
Studies of ocular-motor behavior and
vision deficiencies

40. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….

41. Usability and HCI
Web pages
Software
Handheld devices
Physical products
Interactive TV
Games
Testing methodology
Quick or in-depth eye tracking analysis
In parallel with think-aloud, observations and
interviews

42. How do different user populations interact
with my design?
Where should important content be placed?

43. What happens during breakdown events?
What are people looking at when clicking
button, getting stuck, expressing
frustration?

44. Web usability
The way we were/are :)

45. Think aloud!
The established way

46. Copy of video file can be
found on www.tobii.com

47. Most users aren’t
that confident
articulating the
websites failings
Increased
cognitive load
Pressure from being
observed
Not familiar with
introspection
May cause the user to
behave differently

48. A new way
Post Experience Eye tracked Protocol
(PEEP)

49. What is PEEP?
User is given tasks
Moderator leaves the room (goes to viewing
room to watch live eye tracking)
User (tries) to complete tasks
Moderator returns and uses the gaze replay
video to post evaluate experience with user

50. Volunteer Please!
Who has been a subject in a web user test?

51. PEEP identified significantly more
usability problems than Think Aloud
both quantitative and qualitative

52. Think aloud

53. PEEP

55. Significantly fewer participants
completed the task while thinking
aloud, indicating reactivity effects
Using Eye-movement Data to Cue Retrospective
Protocols in Online Usability Testing
By Nicola L. Eger

56. Mobile Devices
Copy of video files can be
found on www.tobii.com

57. Copy of video file can be
found on www.tobii.com
Games

58. Eye tracking applications
Advertising (pre)testing
Psychology research
Usability studies and HCI Research
And much more….

59. Data easily influenced
Looked, but did they really see it?
Use of peripheral vision
Limitations of eye tracking

60. Eye tracking in Usability lab
Test room Control room

61. Eye tracking in South Africa
Prof. Pieter Blignaut
Department of
Computer Science
and informatics
University of the Free
State
Bloemfontein
PieterB.SCI@mail.uovs.ac.za

62. Eye tracking in Portable Usability lab
Test station
Web user
camera
Tobii 1750 Eye
Tracker
Firewire cable
USB VGA out Firewire
ports port port
Control station
Laptop computer
(single computer that runs both ClearView
and Tobii Eye Tracker Server)

63. Why eye tracking?
Clear additional insights into behavior Gaze time
Measurable behavior
1800.00
1600.00
1400.00
1200.00
1000.00
Gaze time
Mean
800.00
Objective results
600.00
400.00
200.00
0.00
Benetton Nipple Nipple Spoon Arm Website WFP Logo Leftside Arm Chest Area
logo Addresses
AOI
Hard deliverables
More information:
Studying web pages using eye tracking,
White paper by Kirk Ewing, Tobii

64. Eye Tracking
Thank you for joining the tutorial. If you
have any questions or remarks, please
feel free to contact me directly at
anne.jansen@tobii.com