Agenda Introduction to eye tracking Whats new about it Examples Case studies Q&A

What is eye tracking? Eye tracking allows the monitoring of both the conscious and unconscious gaze movements of a viewer. Often what has NOT caught the attention is more important than what has caught their attention. Banner advert on a web site. Warning signs on the road.

Why track eye movements? In todays world we are bombarded by all sorts of visual information, information that the brain has to process and act upon. 1 Information someone has paid to produce. Eye tracking now allows the researcher access to the black box of cognition, in a way that has previously never been possible.

30 Years of Eye Tracking Eye tracking has been possible for many years. However, up to now, previous systems were just not suitable for commercial research applications. They were very difficult to use with impractical head mounted cameras that required long set up times and difficult calibration procedures.

All that has now changed !

Whats new about eyetracker? eyetracker uses the very latest technology with unobtrusive camera solutions and most up to date software, suitable for a whole range of applications. Screen based for web sites and TV Fully mobile systems for qualitative research

What can we track? It is now possible to track just about any eye movement over any media including: Web sites TV Live events e.g. shopping, magazines

How does it work? Technology developed for the defense industry. Very low levels of infra red light are shone from the camera into the eye, allowing us to lock onto the corneal reflex and the pupil. The camera then records where the eye is looking.

What data is collected? Information we record includes: - Gaze trail information - where the eye travels. - Fixations - points in time where the eye stops and really starts to process what it sees – seeing is not processing

Examples TV

Examples Web sites

Examples Shopping

Data analysis As well as producing data suitable for importing into Excel, we can now produce graphical interpretation of data. Excel dataGaze trailsLookzones Lookzones - it is possible to work out the amount of time a group of subjects spend looking at defined areas. Gaze trails – sequence of fixations

Running an eye tracking study Eye tracking is only 50% of the storey Part of a usability study Set your objectives – what do you want to find out Recommended number of recruits 10/12 Hire a viewing room or relaxed environment Brief your subjects with a real world task

The four most common mistakes when eye tracking Not setting an objective or understanding what you are trying to achieve Trying to collect too much data Not preparing the interviewer Not relaxing the respondent

Applications for eye tracking General usability Improving navigation Brand recognition Product design

What type of departments or companies use eyetracker? Market research Usability companies Design houses Advertising groups

Recent case studies Major PLC - improved navigation Financial services – bench marking

Some of the companies who have used eyetracker

t: