what is eye tracking?

Eye Tracking Tutorial

Anne [email protected] Manager Tobii Technology

B.Sc. Degree PhysicsM.Sc. Student Human-Technology

Interaction

eye-tracking has come a long way!

…not quite

Non invasive Non intrusive

Tobii 1750 Eye Tracker

It’s almost Childs playCopy of video file can be found on www.tobii.com

Aim of Tutorial

Part I. Overview of applications with Eye Tracking

Part II. Insight in use of Tobii Eye Tracker

Why eye tracking?Why eye tracking?

Clear additional insights into behavior Measurable behaviorObjective resultsHard deliverables

Eye tracking applicationsEye tracking applications

Advertising (pre)testingPsychology research

Usability studies and HCI Research

And much more….

What can we learnWhat can we learnfrom eyetracking?from eyetracking?

First fixation

Most fixations

Gaze time

Movement between fixations (saccades)

What can we learnWhat can we learnfrom eyetracking?from eyetracking?

What is seen

What isn’t seen

Aggregation of data across many observers

Why is this important?Why is this important?

First fixation – what is the most attention grabbing element?

Most fixations – what keeps our attention?

Gaze time – am I confused or engaged?

Movement between elements - structured or random?

Why is this important?Why is this important?

What is seen – what detail, noted, partially read, fully read?

What isn’t seen – missed opportunities to persuade.

Aggregation of data across many observers – allows decisions to be based on

quantitative data.




And much more….

Volunteer Please!Volunteer Please!

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What is the most attention grabbing element?

First fixation First fixation –– What is the most What is the most attention grabbing element?attention grabbing element?

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Do visual cues drive consumers effectively?

Fixation order Fixation order -- Do visual cues Do visual cues drive consumers effectively?drive consumers effectively?

What isn't noted

And what is!

Which logo is noted?

Noted?

Advertising (Advertising (pre)testingpre)testing

Print advertisingTV commercials

Product placementWeb advertising

Print advertisingPrint advertising

Projector screen applicationsProjector screen applications

Real life size

In street advertisingProduct placement




And much more….

Who is good at spotting the odd one out?


PsychologyPsychology ResearchResearch

Large saccadic movements can indicate confusion

Confused? Confused?

Confused? Confused?

Structured or random? Structured or random?

Making decisionsMaking decisions

Backtrack between options

Sometimes take one last look to be sure

Psychology Research Psychology Research

Studies of autism, ADHD, schizophrenia

General psychological response studiesInfant research

Reading studiesStudies of ocular-motor behavior and

vision deficiencies




And much more….

Usability and HCI Usability and HCI

Web pagesSoftware

Handheld devicesPhysical products

Interactive TVGames

Testing methodologyTesting methodologyQuick or in-depth eye tracking analysisIn parallel with think-aloud, observations and

interviews

How do different user populations interactwith my design?

Where should important content be placed?

What happens during breakdown events?

What are people looking at when clicking button, getting stuck, expressing

frustration?

Web usability Web usability

The way we were/are :)

The established wayThe established way

Think aloud!

Copy of video file can be found on www.tobii.com

Most users aren’t that confident

articulating the websites failings

Increased cognitive load

Pressure from being observed

May cause the user to behave differently

Not familiar with introspection

A new wayA new way

Post Experience Eye tracked Protocol

(PEEP)

What is PEEP?What is PEEP?

User is given tasks

Moderator leaves the room (goes to viewing room to watch live eye tracking)

User (tries) to complete tasks

Moderator returns and uses the gaze replay video to post evaluate experience with user

Who has been a subject in a web user test?


PEEP identified significantly more PEEP identified significantly more usability problems than Think Aloudusability problems than Think Aloud

both quantitative and qualitativeboth quantitative and qualitative

Think aloud

Significantly fewer participants Significantly fewer participants completed the task while thinking completed the task while thinking aloud, indicating reactivity effectsaloud, indicating reactivity effects

Using Eye-movement Data to Cue Retrospective

Protocols in Online Usability Testing

By Nicola L. Eger

Mobile DevicesMobile Devices

Copy of video files can be found on www.tobii.com

Games Games

Copy of video file can be found on www.tobii.com




And much more….

Limitations of eye trackingLimitations of eye tracking

Data easily influenced

Looked, but did they really see it?

Use of peripheral vision

Eye tracking in Usability labEye tracking in Usability lab

Test roomTest room Control roomControl room

Eye tracking in South AfricaEye tracking in South Africa

[email protected]@mail.uovs.ac.za

Prof. Pieter BlignautProf. Pieter Blignaut

Department of Department of Computer Science Computer Science

and informaticsand informatics

University of the Free University of the Free StateState

BloemfonteinBloemfontein

Eye tracking in Portable Usability labEye tracking in Portable Usability lab

Laptop computer(single computer that runs both ClearView

and Tobii Eye Tracker Server)

Test station

Firewire cable

VGA out port

Control station

Firewire port

USB ports

Tobii 1750 Eye Tracker

Web user camera

Why eye tracking?Why eye tracking?

Clear additional insights into behavior Measurable behaviorObjective resultsHard deliverables

More information:Studying web pages using eye tracking,

White paper by Kirk Ewing, Tobii

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Eye TrackingEye Tracking

Thank you for joining the tutorial. If you Thank you for joining the tutorial. If you have any questions or remarks, please have any questions or remarks, please

feel free to contact me directly at feel free to contact me directly at

[email protected]@tobii.com