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Gaze, Eye Tracking

and Mouse Tracking

Human Computer Interaction

Topic 1 - Design and Evaluation

Student: Susan Möller Ferreira

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Eye Tracking and Mouse

Tracking 

  Both techniques can be use to identify

users’ attention. Mouse-tracking - identify users’ attention

while visiting a web site.

  Tools for usability evaluation.

 Mouse-tracking - Web Pages usability

evaluation.

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Eye-tracking 

  Device for measuring eye positions and eyemovements.

  Principal methods:  Search coils - Uses an attachment to the eye, such as a

special contact lens with an embedded mirror or magnetic fieldsensor, and measure the movement of the attachment. Providedextremely sensitive recordings of eye movement.

  Electrooculogram - Uses electrical potentials measured withcontact electrodes placed near the eyes. Is most useful for measuring the rapid eye movements. Method of choice for 

measuring REM during sleep.  Video recording - Non-contact method. Light, typically

infrared, is reflected from the eye and sensed by a videocamera or other specially designed optical sensor. Mostpopular . Preferred for being non-invasive and inexpensive.

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Cost x sensitivity

  Method choice - should consider the cost andapplication.

  Most sensitive

 expensive requiring expertise to operate properly.

  Low cost useful for many applications  easy to use

 Interpretation of the results - requires someexpertise 

 poorly calibrated system can produce erroneous data.

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Application Commercial 

  Commercial sector :web usability, advertising,sponsorship, package design and automotiveengineering. 

  Presenting a stimulus to a sample of consumers while an eye tracker is used torecord the activity of the eye.

  Examples - websites, television programs,

sporting events, films, commercials, magazines,newspapers, packages, shelf Displays,consumer systems (ATMs, checkout systems,kiosks), and software.

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Application Research

  Web usability - Analyze user interaction,quantifying which sections of a webpage areread, quick looked at, or skipped/ignored.

  Psychology experiments - It provides concretedata that may reflect the cognitive states of individuals.

  Example: 

Compare the difference between the eye-movementof novice and experienced drivers.

 Compare the difference between and younger andelderly people in walking.

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Limitations

  Measure changes in gaze direction – notabsolute gaze direction.

  Calibration procedure user looks at a point or series of points

 eye tracker records position.

  Calibrating the tool can be a very complex task. “To track eye movements usually requires

sophisticated calibrations and the results are notalways acceptable. One of the serious problems we,as researchers, often face is that the tracker goes off-calibration gradually”.

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Limitations

  Consume lot of time for doing experiments

  Expensive 

  Not easily accessible.  Studies are regularly performed off line on

laboratory settings

 Small number of users;

 Different behavior ; Web usability – not typical frequent

visitors.

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Internet Images

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Internet Images

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Mouse-Tracking

  Tool for monitoring and visualizing

mouse movement activities on a

website.

  Page space like coordinates x and y –

collect mouse position x and y X time.

  Very simple to apply

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Relevance of Mouse-Tracking 

  Previous Research shows (some with eyetracking): visitors move their mouse cursor according to their 

focus of attention. strong correlation involving eye and mouse

movements while Web Browsing

  Can be use to predicting

 point of attention Intent

 interest

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Some related scientific articles 

  How mouse movement could indicate the way user interpretedinformation. 2000 – 2002

  Design some mouse tracking systems:  Enhanced Restricted Focus Viewer (ERFV) - 2004;

  MouseTrack tool - 2006;

  Simple Mouse Tracking – 2007.

  Applied to evaluate user interaction and assist page designimproving the page usability – 2007

  Analyze the patterns of coordination between users’ eye and

mouse movements when scanning a web search results page. -2008 - Reveals 3 patterns of active mouse usage:  following the eye vertically with the mouse;  following the eye horizontally with the mouse;

  using the mouse to mark a promising result.

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Internet tools

  OpenCube.com - Tool for mouse tracking.

  ClickTale.com - Tool for mouse tracking.

  Ojay - library. Mouse.js - Tracks mouse movements and

provides mouseenter/mouseleave events

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Advantages

  Mass deployed - large data collections.

  Reach typical users and first time visitors

in their natural environment.  Continuously test live sites, offering

insight information as new sections are

deployed.

  Transparent to the users - navigate as

they would normally do.

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Limitations

  Not all data offers consistent information - notall users use the mouse as a reading aid. Some patterns that help to identify users whose

visual focus is not determined by the cursor. Webmaster - visual inspection throw the 

visualization tool.

  Don’t work for all pages - might interfere withpages that do not conform to W3C standards or 

are heavily on scripting tools.  Further research and experimentations is

needed.

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Visualization example

Black balls shows the areas on the web sitethat have more activity. 

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Visualization example

User’s mouse track and ball represent the time the user spend in some parts of 

the web page.

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Visualization example

Mouse trajectory indicating reading behavior and

hesitation in the menu area.

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Visualization example

The green balls represent the time the user spend in each region of the

page, bigger balls indicate more time in that region.

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Visualization example

Path followed by the user in the web page. The user pointed with the mouse to one

result, read the short summary but in the end decided to click in another result.