agenda
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Agenda. Introduction to eye tracking What’s new about it Examples Case studies Q&A. What is eye tracking?. Eye tracking allows the monitoring of both the conscious and unconscious gaze movements of a viewer. - PowerPoint PPT PresentationTRANSCRIPT
Eye trackingEye tracking
Iain Janes, Iain Janes,
www.eyetracker.co.uk
eyetracker TMeyetracker TM
Agenda Agenda
Introduction to eye tracking
What’s new about it
Examples
Case studies
Q&A
What is eye tracking?What is eye tracking?
Eye tracking allows the monitoring of both the conscious and unconscious gaze movements of a viewer.
Often what has NOT caught the attention is more important than what has caught their attention.
Banner advert on a web site.
Warning signs on the road.
Why track eye movements?Why track eye movements?
In today’s world we are bombarded by all sorts of visual information, information that the brain has to process and act upon. 1
Information someone has paid to produce.
Eye tracking now allows the researcher access to the “black box” of cognition, in a way that has previously never been possible.
30 Years of Eye Tracking30 Years of Eye Tracking
Eye tracking has been possible for many years. However, up to now, previous systems were just not suitable for commercial research applications.
They were very difficult to use with impractical head mounted cameras that required long set up times and difficult calibration procedures.
All that has now changed!
What’s new about eyeWhat’s new about eyetrackertracker??
eyetracker uses the very latest technology with unobtrusive camera solutions and most up to date software, suitable for a whole range of applications.
Screen based for web sites and TV
Fully mobile systems for qualitative research
What can we track?What can we track?
It is now possible to track just about any eye movement over any media including:
Web sites
TV
Live events e.g. shopping, magazines
How does it work?How does it work?
Technology developed for the defense industry. Very low levels of infra red light are shone from the camera
into the eye, allowing us to lock onto the corneal reflex and the pupil.
The camera then records where the eye is looking.
What data is collected?What data is collected?
Information we record includes:- Gaze trail information - where the eye travels. - Fixations - points in time where the eye stops and really starts
to process what it sees – “seeing is not processing”
ExamplesExamples
TV
ExamplesExamples
Web sites
ExamplesExamples
Shopping
Data analysisData analysis
As well as producing data suitable for importing into Excel, we can now produce graphical interpretation of data.
Excel data Gaze trails LookzonesLookzones - it is possible to work out the amount of time a group of subjects spend looking at defined areas.
Gaze trails – sequence of fixations
Running an eye tracking studyRunning an eye tracking study
Eye tracking is only 50% of the storey
Part of a usability study
Set your objectives – what do you want to find out
Recommended number of recruits 10/12
Hire a viewing room or relaxed environment
Brief your subjects with a “real world task”
The four most common mistakes The four most common mistakes when eye trackingwhen eye tracking
Not setting an objective or understanding what you are trying to achieve
Trying to collect too much data
Not preparing the interviewer
Not relaxing the respondent
Applications for eye trackingApplications for eye tracking
General usability
Improving navigation
Brand recognition
Product design
What type of departments or What type of departments or companies use companies use eyeeyetracker?tracker?
Market research
Usability companies
Design houses
Advertising groups
Recent case studiesRecent case studies
Major PLC - improved navigation
Financial services – bench marking
Some of the companies who Some of the companies who have used eyetrackerhave used eyetracker
