1. Eye Tracking

2. Eye tracking
'Eye tracking' is the process of measuring either the point of gaze (physiology)|gaze (where one is looking) or the motion of an eye relative to the head

3. Eye tracking - History
In the 1950s, Alfred L. Yarbus did important eye tracking research and his 1967 book is often quoted. He showed the task given to a subject has a very large influence on the subject's eye movement. He also wrote about the relation between fixations and interest:

4. Eye tracking - History
In the 1970s, eye tracking research expanded rapidly, particularly reading research. A good overview of the research in this period is given by Dr. Keith Rayner|Rayner.Rayner (1978)

5. Eye tracking - History
The hypothesis is often taken for granted by researchers using eye tracking

6. Eye tracking - History
During the 1980s, the eye-mind hypothesis was often questioned in light of covert attention,Posner (1980)Wright Ward (2008) the attention to something that one is not looking at, which people often do. If covert attention is common during eye tracking recordings, the resulting scan path and fixation patterns would often show not where our attention has been, but only where the eye has been looking, and so eye tracking would not indicate cognitive processing.

7. Eye tracking - History
The 1980s also saw the birth of using eye tracking to answer questions related to human-computer interaction

8. Eye tracking - History
Specific questions researchers ask are related to the how easy different interfaces are for users.[ [ [ The results of the eye tracking research can lead to changes in design of the interface

9. Eye tracking - History
We still cannot infer specific cognitive processes directly from a fixation on a particular object in a scene.Holsanova 2007 For instance, a fixation on a face in a picture may indicate recognition, liking, dislike, puzzlement etc. Therefore eye tracking is often coupled with other methodologies, such as introspective verbal protocols.

10. Eye tracking - Technologies and techniques
Two general types of eye tracking techniques are used: bright-pupil and dark-pupil

11. Eye tracking - Technologies and techniques
Bright-pupil tracking creates greater iris/pupil contrast, allowing more robust eye tracking with all iris pigmentation, and greatly reduces interference caused by eyelashes and other obscuring features.The Eye: A Survey of Human Vision; Wikimedia Foundation It also allows tracking in lighting conditions ranging from total darkness to very bright. But bright-pupil techniques are not effective for tracking outdoors, as extraneous IR sources interfere with monitoring.

12. Eye tracking - Technologies and techniques
Hence, the locations of fixations along a scanpath show what information loci on the stimulus were processed during an eye tracking session

13. Eye tracking - Technologies and techniques
Scanpaths are useful for analyzing cognitive intent, interest, and salience. Other biological factors (some as simple as gender) may affect the scanpath as well. Eye tracking in HCI typically investigates the scanpath for usability purposes, or as a method of input in gaze-contingency paradigm|gaze-contingent displays, also known as gaze-based interfaces.

14. Eye tracking - Eye tracking in practice
A great deal of research has gone into studies of the mechanisms and dynamics of eye rotation, but the goal of eye tracking is most often to estimate gaze direction

15. Eye tracking - Eye tracking in practice
Each method of eye tracking has advantages and disadvantages, and the choice of an eye tracking system depends on considerations of cost and application

16. Eye tracking - Choosing an eye tracker
A properly functioning and sensitive eye tracking system will show this level of agreement between the two eyes, and any differences much larger than this can usually be attributed to measurement error.

17. Eye tracking - Applications
A wide variety of disciplines use eye tracking techniques, including cognitive science, psychology (notably psycholinguistics, the visual world paradigm), human-computer interaction (HCI), marketing research and medical research (neurological diagnosis)

18. Eye tracking - Applications
*Commercial eye tracking (web usability, advertising, marketing, automotive, etc.)

19. Eye tracking - Commercial applications
While some companies complete this type of research internally, there are many private companies that offer eye tracking services and analysis.

20. Eye tracking - Commercial applications
Specifically, eye tracking can be used to assess search efficiency, branding, online advertisements, navigation usability, overall design and many other site components

21. Eye tracking - Commercial applications
Another example of this is a study that found that in a search engine results page authorship snippets received more attention than the paid ads or even the first organic result.Eye Tracking Study: The Importance of Using Google Authorship in Search Results[

22. Eye tracking - Commercial applications
Eye tracking provides package designers with the opportunity to examine the visual behavior of a consumer while interacting with a target package. This may be used to analyze distinctiveness, attractiveness and the tendency of the package to be chosen for purchase. Eye tracking is often utilized while the target product is in the prototype stage. Prototypes are tested against each other and competitors to examine which specific elements are associated with high visibility and appeal.

23. Eye tracking - Commercial applications
Research is currently underway to integrate eye tracking cameras into automobiles

24. Eye tracking - Commercial applications
Since 2005, eye tracking is used in communication systems for disabled persons: allowing the user to speak, send , browse the Internet and perform other such activities, using only their eyes. Eye control works even when the user has involuntary movement as a result of Cerebral palsy or other disabilities, and for those who have glasses or other physical interference which would limit the effectiveness of older eye control systems.

25. Eye tracking - Commercial applications
Eye tracking has also seen minute use in autofocus still camera equipment, where users can focus on a subject simply by looking at it Canon_eos#Eye-controlled_focusing|through the viewfinder.

26. Eye Tracking Device
The 'Eye Tracking Device (ETD)' is a headmounted device, designed for measurement of

27. Eye Tracking Device
The tracker permits comprehensive Eye tracking|measurement of eye movement (three degrees of freedom)

28. Eye Tracking Device - Eye Tracking Device on ISS
Clarke’s team in cooperation with the Moscow Institute for Biomedical Problems, the Eye Tracking Device was used for the measurement of Listing's plane - a coordinate framework, which is used to define the movement of the eyes in the head

29. Eye Tracking Device - Technology
The digital eye tracking cameras - designed around state-of-the-art CMOS image sensors - are interfaced to a dedicated processor board in the host PC via bi-directional, high speed digital transmission links (400 Mbit/s)

30. Eye Tracking Device - Technology
For the eye tracking task, a substantial data reduction is performed by the sensor and the front-end processing. Thus, only preselected data are transferred from the image sensor through to the host PC where the final algorithms and data storage are implemented. This eliminates the bottleneck caused by standard frame-by-frame image acquisition, and thus facilitates considerably higher image sampling rates.

31. Process tracing - Eye tracking
As eye fixations are “the” way that humans gather information and every decision requires the acquisition of information it becomes obvious that eye tracking is a way of investigating decision processes with a lot of potential. Yet the method is still underutilized (Schulte-Mecklenbeck, Kühberger, Ranyard, 2011).

32. Process tracing - Eye tracking
Advantages of eye tracking are that it is possible to trace a lot of information used during a decision task, it can sometimes be applied as a substitute for working memory and because eye movement are not so well controllable and difficult to censor, they can be recorded nonreactively.

33. Process tracing - Eye tracking
However, there are also problems one has to deal with when working with the eye tracking method. Most of times an eye tracker is not part of a standard lab and it is still expensive. Another, more functional problem is the interpretation of eye fixations: The data reveals where participants are looking, but not what they actually are thinking. Yet, this is exactly what we want to find out more about.

34. For More Information, Visit:
The Art of Service