Eye Tracking

Bartosz Mozyrko

User Experience Researcher

b.mozyrko@cogision.com

Definition

• Eye tracking is the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head.

• An eye tracker is a device for measuring eye positions and eye movement.

• Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product design.

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Wikipedia.org

History

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History - photochronograph

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History

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History

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Today

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„Ambient” Eye Tracking

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Eye Tracking Games

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Types of Devices

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Types of Devices

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Types of Devices

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Types of Devices

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Types of Devices

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Types of Devices

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Types of Measurement

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Electrooculograph (EOG)

Infrared (IR)

Video based

Eye-Controlled Phone

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Eye Tracking Metrics

Time to First Fixation

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Eye Tracking Metrics

Fixation Length

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Eye Tracking Metrics

Fixation Count

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Eye Tracking Metrics

Fixations Before

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Eye Tracking Metrics

Percentage Fixated

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Eye Tracking Metrics

Observation Length

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Eye Tracking Metrics

Observation Count

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Advertising Message Testing

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Advertising Message Testing

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Advertising Message Testing

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Faces and Their „Value”

We have an innate skill in recognising human faces, a phenomenon known as pareidolia. We can use images of people’s faces to draw attention. Position products or calls to action close to images of faces to guarantee that they are seen.

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Bunnyfoot

Pareidolia

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A/B Testing - Newspaper Advertising

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A/B Testing - TV Advertising

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Men and Women :]

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Men and Women :]

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The Value of Point-of-Purchase Marketing

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„Real Life” Banner Blindness

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„Real Life” Banner Blindness

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Czy jest Pan/Pani świadom/a, że w salonach Vox pomiar dokonywany przez montażystę podczas pierwszej wizyty jest dokonywany za darmo?

Men and Women #2 ;]

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Questions?

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Further Reading

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References

• http://www.slideshare.net/Tobii/what-is-tobii-eye-tracking-presentation

• http://www.sugarcs.com/eye-tracking-in-bus-stop-advertising-1113.html

• http://www.slideshare.net/Tobii/eye-tracking-metrics-in-tobii-studio-presentation

• http://www.cxpartners.co.uk/thoughts/10_ways_to_use_photos_to_enhance_the_user_experience.htm

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