Eye  Tracking  and  its  Usage  

Xuan  (Sean)  GUO  

Note that some slides are taken from Prof. Jeff Pelz’s presentation, and Rui Li’s talk. And, most technical examples are from Tobii eye tracker company’s user training presentation slides.

Objec:ves  

A=er  this  class,  you  will  know:  •  Why  eye  tracking?  •  Eye  tracking  history  •  Human  visual  system  and  modern  eye  tracker  •  How  to  use  eye  trackers  (interfaces,  func:onali:es,  experimental  processes,  etc.)  

•  Applica:ons  (research  on  commercials,  web  pages,  etc.)  

An  Official  Video  

•  The  “AOen:on  Tool”:  hOp://www.youtube.com/watch?v=wDBgWtJsHtY  

•  “Non-­‐intrusive”?  (device,  history)  •  Func:onali:es  (second  half  in  this  class  /  in  lab)  

•  Scenarios  

Human  Web  Interac.on  

–  goals  –  expecta:on  –  skills  

User  

Informa.on  content  

–  visual  features  –  seman:c  features    

       Informa.on  repository    

S.mulus-­‐Driven  (bo<om-­‐up)  What  the  eyes  see  

User  Percep:on  

Informa:on  content  Visual  saliency  

S.mulus-­‐Driven  Model  

(I\  &  Koch,  1999,  2005)  

Goal-­‐Directed  (top-­‐down)  

Informa:on  content  Seman:c  relatedness  

What  maOers  

User  Goals  

Goal  

Goal-­‐Directed  Process  •  Fixa:on  sequences  differ  significantly  based  on  search  tasks  

         (Yarbus,  1967)  

Expecta.on  (top-­‐down)  

User  Expecta:on  

Informa:on  content  Loca:on  prior  

Expecta.on  

(Buscher  et  al.,  2009)  

Human  Visual  AOen:on  is  influenced  by…  

•  Visual  saliency  features  influence  eye  movements  – Visual  feature  intensity  

•  Seman.c  relatedness  guides  visual  aOen:on  deployments  – Seman:c  feature  intensity  

•  Expecta.on  on  informa:on  alloca:on  – Loca:on  bias  

TO UNDERSTAND HUMAN BEHAVIOR AND THINKING! −  With an Eye Tracker we know exactly where a

person is looking −  Primarily used for research, design testing

and diagnostics etc. −  We get clear additional insights into behaviour −  Measurable reactions −  Objective results −  Hard deliverables

Reasons  –  Why  eye  tracking?  

With Eye tracking, a computer knows exactly where a user is looking To interact with computers and machines Control machines when hands and voice are not an option As a vital element in multi-modal user interfaces of the future

Reasons  –  Why  eye  tracking?  

Original  Brain  (Visual)  »  Processing  Mode  –  Gut  reac:on  »  Processing  Level  –  Subconscious  »  Func:on  –  Matches  PaOers  »  Results  –  Fight  or  Flight  

Limbic  System  (Emo.onal)  »  Processing  Mode  –  Behavioral  »  Processing  Level  –  Subconscious  »  Func:on  –  Assigns  Value  »  Results  –  Adjusts  Ac:ons  

Neocortex  (Ra.onal)  »  Processing  Mode  –  Reflec:ve  »  Processing  Level  –  Concious  »  Func:on  –  Gives  meaning  »  Results  –  Provides  Reason  

The  brain’s  hardwiring  makes  us  more  primi:ve  than  we  think….  The  three  parts  of  the  brain  are:  

NOTE  THAT:    

2/3 of stimuli that reach the brain are visual (Zaltman 1996)  

Over 50% of the brain is devoted to processing visuals (Bates and Cleese, 2001)  

80% of learning is visually based (American Optometric Association, 1991)

Reasons  –  Why  eye  tracking?  

Client  List  –  Academic  and  Commercial  Customers  using  Tobii  •  Uppsala  University,  Prof  C  Hofsten  •  University  of  Derby,  Prof  A  Gale  •  Clemson  University,  Prof  A  Duchowski    •  Oxford  University,  Prof  J  Stein  •  Fraunhofer  Ins:tute  •  Max  Planck  Ins:tute  Munich  •  Imperial  College,  Prof  G.Z.  Yang  •  Rome  University,  La  Sapienza  •  University  of  Tampere,  Prof  K-­‐J  Räihä  •  Karolinska  Ins:tutet,  Prof  J  Ygge  •  Queens  University,  Prof  R  Vertegaal  •  Japan  Market  Research  Ins:tute  •  Chinese  Academy  of  Sciences  •  Singapore  University  •  Stanford  University  •  New  York  University  

•  Microso=  •  IBM  •  Symantec  •  Procter  &  Gamble  •  Unilever  •  AOL  •  Google  •  Yahoo!  •  Nestlé  •  GfK    •  Infosys  •  Sprint  •  Mediascore  •  Psyma  Online  Research  •  Eye  Square  •  TNO  Human  Factors  

...and  many  many  more...  

History  

Eye  tracking  started  over  100  years  ago  Raymond Dodge’s

Photochronograph (1871-1942)

Delabarre’s Eye Tracker (1898)

Edmund Huey’s Eye Tracker (1898)

Eye  tracking  has  come  a  long  way...  And  has  o=en  been  very  difficult  to  use…  

Even  today,  some  are  intrusive  and/or  complicated  

Trend:  simple  and  easy  !!!  

Other  Modern  Eye  Trackers  

•  Wearable  

How  to  make  it  simpler  and  easier?  -­‐-­‐>  Human  Visual  System  

 •  Please  keep  staring  at  the  dot  below,  no  maOer  what.  And,  I’ll  ask  you  a  ques:on.  

Human  Visual  System  

                 You    are    probably,    definitely,    …    chea:ng  !  

Density  Distribu:on  of  Receptors  

Pupil   Corneal  reflec:on  

Underlying  Technology:  Corneal  reflec:on  system  

Four  eye  images  when  gazing  at  the  four  monitor  region  corners:  (a)  le=-­‐top  corner,  (b)  right-­‐top  corner,  (c)  right-­‐boOom  corner,  and  (d)  le=-­‐boOom  corner.  

Detec:ng  pupil  and  corneal  reflec:on  

Usage  

•  Configure  first  

Interface  of  AOen:on  Tool  

Add  a  New  Study  

Add  a  New  S:muli  

Add  a  New  Respondent  

Calibra:on  

Calibra:on  

A  Poor  Calibra:on  

A  Good  Calibra:on  

Check  Calibra:on  

Replay  gaze  path  

Replay  gaze  path  

Replay  gaze  path  

Heatmap  

Export  study  to  file  

•  Under  File-­‐>Export  study  to  file  •  XML  files  and  video  files  •  Thus,  used  for  further  analysis  

−  First  fixa:on  −  Most  fixa:ons  −  Gaze  :me  −  Fixa:on  order  −  Movement  between  fixa:ons  (saccade)  

Eye  Tracking  Metrics  

First  fixa:on  

Fixa:ons  and  Saccades  (scanning  vs.  detailed  inspec:ng)  

Fixa:on  Order  

Time  to  first  fixa:on  

Most  fixa:ons  

Gaze  :me  (informa:on  gaining  and  chewing)  

Welcome  to  the  Lab  

Star:ng  from  where  we  are  

Go  downstairs  from  here  

Reach  the  first  floor  

Turn  le=  to  the  CASCI  

Go  all  the  way  down  

You  will  see  a  glass  wall  

Welcome  to  the  Lab  

Welcome  to  the  Lab  

Welcome  to  the  Lab  

The  Mirametrix  eye  tracker  

Design  and  conduct  some  experiments  

But,  follow  the  guide  first  

Applica:ons  

•  Scenario  1  (Human  Web  Interac:on)  •  More  examples?  

Assis:ve  Technology  »   Eye  control  for  people        with  disabili:es  

Scien:fic  Research  »   Psychology  and  Cogni:ve  

»   Vision  »   Neurology  »   Reading  »   Computer  interac:on  »   Design    

Commercial  Tes:ng  »   User  Experience  Tes:ng  »   Marke:ng  Research  »   Adver:sing  »   Consumer  Tes:ng  »   Packaging  Deisgn  etc.  

Customized  Solu:ons    »   OEM  Components  »   Custom  hardware  development  

»   Custom  analysis  and    »   Eye  control  applica:on  Dev.  

Applica:ons  

•  Psychology  and  physiological  experiments,  i.e.:  –  Studies  of  au:sm,  ADHD,  schizophrenia  –  General  psychological  response  studies  –  Infant  research  –  Reading  studies  –  Studies  of  ocular-­‐motor  behavior  and  vision  deficiencies  

Au#sm  predic#on  

Le0:  normal  

Right:  au#s#c  

Applica:ons,  i.e.  Psychology  Research  

•  Usability  and  HCI  research  on  –  Web  pages  

–  So=ware  

–  Handheld  devices  

–  Physical  products  

–  Interac:ve  TV  

–  Computer  games  

–  …  

Applica:ons,  i.e.  User  Experience  and  Usability  Tes:ng  

Adver:sing  Design  Tes:ng  on  a  variety  of  media:  −  TV  commercials  −  Print  adver:sing    −  In  street  adver:sing  −  Web  adver:sing  −  Packaging  −  Product  placement  −  etc…  

Applica:ons,  i.e.  Market  Research  

Applica:ons,  i.e.  Simulated  Environment  for  Behavioral  Studies  

Watching a horror movie

Facing a terrible road condition