YOUR GLOBAL TECHNOLOGY PARTNER, ANYWHERE, ANYTIME

UPA NJ Chapter

Eye Tracking Overview

Eye Tracking

● Eye tracking- provides feedback on when, where and for how long a respondent looks at a particular stimulus

- ideal for testing websites, print media, store shelving, etc.- hardware can be desktop, freestanding or head mounted- Bio-sensory data capture can also be incorporated

Desktop Eye Tracking Glasses Free Standing

Eye Tracking Devices

Eye Tracking Technology

● Eye tracking advancements- plug and play

- non-intrusive - robust and reliable - works with glasses and contacts

Eye Tracking Technology

● Eye tracking applications

- any stimulus that can be displayed electronically

- utilized for stimuli in real world environments

- utilized for stimuli in virtual environments

Eye Tracking

● Eye tracking deliverables- AVI video recording with picture-in-picture video and eye

gaze overlay- data output which includes gaze plots, heat maps and AOIs

(areas of interest- some stimuli may not be applicable in certain applications

Eye Tracking Data

● Gaze Plot

Eye Tracking Data

● Heat Map

Eye Tracking Data

● AOI (area of interest)

Eye Tracking Data

● AOI (area of interest)

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Fixation Length AOI in seconds

All Recordings

AOIs – Areas of Interest

YOUR GLOBAL TECHNOLOGY PARTNER, ANYWHERE, ANYTIME

UPA NJ Chapter

Eye Tracking Overview