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| Date post: | 18-Nov-2014 |
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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.
Eye tracking applicationsEye tracking applications
Advertising (pre)testingPsychology research
Usability studies and HCI Research
And much more….
Volunteer Please!Volunteer Please!
Advertisement Advertisement
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?
First fixation First fixation –– What is the most What is the most attention grabbing element?attention grabbing element?
First fixation First fixation –– What is the most What is the most attention grabbing element?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
Eye tracking applicationsEye tracking applications
Advertising (pre)testingPsychology research
Usability studies and HCI Research
And much more….
Who is good at spotting the odd one out?
Volunteer Please!Volunteer Please!
PsychologyPsychology ResearchResearch
Large saccadic movements can indicate confusion
Confused? Confused?
Confused? Confused?
Structured or random? Structured or random?
Structured or random? Structured or random?
Making decisionsMaking decisions
Backtrack between options
Sometimes take one last look to be sure
Making decisionsMaking decisions
Backtrack between options
Sometimes take one last look to be sure
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
Eye tracking applicationsEye tracking applications
Advertising (pre)testingPsychology research
Usability studies and HCI Research
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?
Volunteer Please!Volunteer Please!
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
PEEP
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
Eye tracking applicationsEye tracking applications
Advertising (pre)testingPsychology research
Usability studies and HCI Research
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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Nipple Nipple Spoon Arm WebsiteAddresses
WFP Logo Leftside Arm Chest Area
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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
