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• Eye Tracking https://store.theartofservice.com/the-eye-tracking- toolkit.html

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Page 1: Eye Tracking

• Eye Tracking

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 2: Eye Tracking

Eye tracking

1 'Eye tracking' is the process of measuring either the point of gaze

(physiology)|gaze (where one is looking) or the motion of an eye

relative to the head

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 3: Eye Tracking

Eye tracking - History

1 In the 1950s, Alfred L. Yarbus did important eye tracking research and

his 1967 book is often quoted. He showed the task given to a subject has a very large influence on the subject's eye movement. He also wrote about the relation between

fixations and interest:

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 4: Eye Tracking

Eye tracking - History

1 In the 1970s, eye tracking research expanded rapidly, particularly

reading research. A good overview of the research in this period is given by

Dr. Keith Rayner|Rayner.Rayner (1978)

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Page 5: Eye Tracking

Eye tracking - History

1 The hypothesis is often taken for granted by researchers

using eye tracking

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Page 6: Eye Tracking

Eye tracking - History

1 During the 1980s, the eye-mind hypothesis was often questioned in light of covert

attention,Posner (1980)Wright Ward (2008) the attention to something that one is not looking at, which people often do. If covert attention is common during eye tracking recordings, the resulting scan path and

fixation patterns would often show not where our attention has been, but only where the eye has been looking, and so eye tracking would not indicate cognitive processing.

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 7: Eye Tracking

Eye tracking - History

1 The 1980s also saw the birth of using eye tracking to answer questions

related to human-computer interaction

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Page 8: Eye Tracking

Eye tracking - History

1 Specific questions researchers ask are related to the how easy different interfaces are for users.[http://citeseerx.ist.psu.edu/viewdoc/download?

doi=10.1.1.100.445rep=rep1type=pdf], [http://citeseerx.ist.psu.edu/viewdoc/download?

doi=10.1.1.17.4048rep=rep1type=pdf], [http://delivery.acm.org/10.1145/510000/507082/p5

1-goldberg.pdf?ip=129.2.169.18CFID=43533044CFTOKEN=20459728__acm__=1316470102_c2364e52a2ef97072f959

144162018c2] The results of the eye tracking research can lead to changes in design of the

interfacehttps://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 9: Eye Tracking

Eye tracking - History

1 We still cannot infer specific cognitive processes directly from a fixation on a particular object in a

scene.Holsanova 2007 For instance, a fixation on a face in a picture may indicate recognition, liking, dislike,

puzzlement etc. Therefore eye tracking is often coupled with other

methodologies, such as introspective verbal protocols.

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Page 10: Eye Tracking

Eye tracking - Technologies and techniques

1 Two general types of eye tracking techniques are used: bright-pupil and dark-pupil

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Page 11: Eye Tracking

Eye tracking - Technologies and techniques

1 Bright-pupil tracking creates greater iris/pupil contrast, allowing more robust eye tracking

with all iris pigmentation, and greatly reduces interference caused by eyelashes and other

obscuring features.The Eye: A Survey of Human Vision; Wikimedia Foundation It also allows tracking in lighting conditions ranging

from total darkness to very bright. But bright-pupil techniques are not effective for tracking outdoors, as extraneous IR sources

interfere with monitoring.

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 12: Eye Tracking

Eye tracking - Technologies and techniques

1 Hence, the locations of fixations along a scanpath show what

information loci on the stimulus were processed during an eye tracking

session

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Page 13: Eye Tracking

Eye tracking - Technologies and techniques

1 Scanpaths are useful for analyzing cognitive intent, interest, and salience. Other biological factors (some as simple as gender) may affect the scanpath as

well. Eye tracking in HCI typically investigates the scanpath for usability purposes, or as a method of input in gaze-contingency paradigm|gaze-

contingent displays, also known as gaze-based interfaces.

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Page 14: Eye Tracking

Eye tracking - Eye tracking in practice

1 A great deal of research has gone into studies of the mechanisms and dynamics of eye rotation, but the

goal of eye tracking is most often to estimate gaze direction

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Page 15: Eye Tracking

Eye tracking - Eye tracking in practice

1 Each method of eye tracking has advantages and disadvantages, and the choice of an eye tracking system

depends on considerations of cost and application

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Page 16: Eye Tracking

Eye tracking - Choosing an eye tracker

1 A properly functioning and sensitive eye tracking system will show this

level of agreement between the two eyes, and any differences much larger than this can usually be

attributed to measurement error.

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Page 17: Eye Tracking

Eye tracking - Applications

1 A wide variety of disciplines use eye tracking techniques, including cognitive science, psychology

(notably psycholinguistics, the visual world paradigm), human-computer

interaction (HCI), marketing research and medical research (neurological

diagnosis)

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Page 18: Eye Tracking

Eye tracking - Applications

1 *Commercial eye tracking (web usability, advertising, marketing, automotive, etc.)

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Page 19: Eye Tracking

Eye tracking - Commercial applications

1 While some companies complete this type of research internally, there are many private companies that offer eye tracking services and analysis.

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Page 20: Eye Tracking

Eye tracking - Commercial applications

1 Specifically, eye tracking can be used to assess search efficiency, branding,

online advertisements, navigation usability, overall design and many

other site components

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 21: Eye Tracking

Eye tracking - Commercial applications

1 Another example of this is a study that found that in a search engine results

page authorship snippets received more attention than the paid ads or even the first organic result.Eye Tracking Study:

The Importance of Using Google Authorship in Search

Results[http://www.searchenginejournal.com/eye-tracking-study-importance-using-google-authorship-search-results/71207/]

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Eye tracking - Commercial applications

1 Eye tracking provides package designers with the opportunity to examine the visual behavior of a consumer while interacting with a target

package. This may be used to analyze distinctiveness, attractiveness and the tendency of the package to be chosen for purchase. Eye

tracking is often utilized while the target product is in the prototype stage. Prototypes are

tested against each other and competitors to examine which specific elements are associated

with high visibility and appeal.

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 23: Eye Tracking

Eye tracking - Commercial applications

1 Research is currently underway to integrate eye tracking cameras into automobiles

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Page 24: Eye Tracking

Eye tracking - Commercial applications

1 Since 2005, eye tracking is used in communication systems for disabled persons: allowing the user to speak, send e-mail, browse the Internet and perform other such activities, using only their eyes. Eye control works

even when the user has involuntary movement as a result of Cerebral palsy or other disabilities, and for those who have glasses or other

physical interference which would limit the effectiveness of older eye

control systems.

https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 25: Eye Tracking

Eye tracking - Commercial applications

1 Eye tracking has also seen minute use in autofocus still camera

equipment, where users can focus on a subject simply by looking at it

Canon_eos#Eye-controlled_focusing|through the viewfinder.

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Page 26: Eye Tracking

Eye Tracking Device

1 The 'Eye Tracking Device (ETD)' is a headmounted device, designed for

measurement of

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Page 27: Eye Tracking

Eye Tracking Device

1 The tracker permits comprehensive Eye tracking|measurement of eye

movement (three degrees of freedom)

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Eye Tracking Device - Eye Tracking Device on ISS

1 Clarke’s team in cooperation with the Moscow Institute for Biomedical

Problems, the Eye Tracking Device was used for the measurement of

Listing's plane - a coordinate framework, which is used to define the movement of the eyes in the

head

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Page 29: Eye Tracking

Eye Tracking Device - Technology

1 The digital eye tracking cameras - designed around state-of-the-art

CMOS image sensors - are interfaced to a dedicated processor board in the host PC via bi-directional, high speed digital transmission links (400 Mbit/s)

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Page 30: Eye Tracking

Eye Tracking Device - Technology

1 For the eye tracking task, a substantial data reduction is performed by the sensor and

the front-end processing. Thus, only preselected data are transferred from the

image sensor through to the host PC where the final algorithms and data storage are

implemented. This eliminates the bottleneck caused by standard frame-by-

frame image acquisition, and thus facilitates considerably higher image

sampling rates.https://store.theartofservice.com/the-eye-tracking-toolkit.html

Page 31: Eye Tracking

Process tracing - Eye tracking

1 As eye fixations are “the” way that humans gather information and

every decision requires the acquisition of information it becomes obvious that eye tracking is a way of investigating decision processes with a lot of potential. Yet the method is

still underutilized (Schulte-Mecklenbeck, Kühberger, Ranyard,

2011).https://store.theartofservice.com/the-eye-tracking-toolkit.html

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Process tracing - Eye tracking

1 Advantages of eye tracking are that it is possible to trace a lot of

information used during a decision task, it can sometimes be applied as a substitute for working memory and because eye movement are not so

well controllable and difficult to censor, they can be recorded

nonreactively.

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Process tracing - Eye tracking

1 However, there are also problems one has to deal with when working with the eye tracking method. Most of times an eye tracker is not part of

a standard lab and it is still expensive. Another, more functional problem is the interpretation of eye fixations: The data reveals where

participants are looking, but not what they actually are thinking. Yet, this is

exactly what we want to find out more about.

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