1 commercial uses of eyetracking alan woolrych school of computing and technology university of...

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Commercial Uses of Eyetracking

Alan WoolrychSchool of Computing and

TechnologyUniversity of Sunderland

UK

Background

My current research involves the assessment of usability inspection methods

I have worked on many usability projects with local, national and international companies

Evaluating UsabilityConsultation includes both expert inspection and user testing…sometimes a combination of bothWe have a modern ‘tape less’ usability lab, fully digital including screen capture and participant video

…we also have an eye tracking system

‘Commercial’ Uses of Eyetracking

I fully understand the role and benefits of eyetracking in research

In commercial use, eyetracking data has so far only helped us in demonstrating usability issues – not find them!

‘Commercial’ Uses of Eyetracking

So far I cannot justify the extra cost of incorporating eyetracking into user testing to clients

I would prefer this not to be the case…hence my participation in this workshop!