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The Evolution Of Eye Tracking
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.
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The Evolution Of Eye Tracking
- 2. Eye Tracking Tutorial AnneJansen anne.jansen@tobii.com Account Manager Tobii Technology B.Sc. Degree Physics M.Sc. Student Human-Technology Interaction
- 3. eye-tracking has comea long way!
- 4.
- 5. Non invasive Non intrusive Tobii 1750 Eye Tracker
- 6. Copy of videofile can be found on www.tobii.com It’s almost Childs play
- 7. Aim of Tutorial PartI. 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 Gazetime Movement between fixations (saccades) What can we learn from eyetracking?
- 11. What can welearn 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 thisimportant? 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.
- 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.
- 26. Advertising (pre)testing Print advertising TV commercials Product placement Web advertising
- 27.
- 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 isgood at spotting the odd one out?
- 31.
- 32. Large saccadic movements can indicate confusion Confused?
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- 34.
- 35.
- 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 differentuser populations interact with my design? Where should important content be placed?
- 43. What happens duringbreakdown events? What are people looking at when clicking button, getting stuck, expressing frustration?
- 44. Web usability The way we were/are :)
- 45.
- 46. Copy of videofile 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 PostExperience 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 significantlymore usability problems than Think Aloud both quantitative and qualitative
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- 55. Significantly fewer participants completedthe 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 videofile 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 inUsability lab Test room Control room
- 61. Eye tracking inSouth 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 inPortable 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 youfor joining the tutorial. If you have any questions or remarks, please feel free to contact me directly at anne.jansen@tobii.com