Www.eyetracker.co.uk. Agenda Introduction to eye tracking Whats new about it Examples Case studies Q&A.

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 Lookzones

Lookzones - 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

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www.eyetracker.co.uk

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