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EYE TRACKINGHow and why?

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EYETRACKING

MAPPING OF DIFFERENT TYPES OF USER RESEARCH METHODS

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What do the user do?

Why do the user do it?

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SETTING UP A EYETRACKING STUDY

Testing out our graphical design

There is a big difference in how the spectator looks at the actual message and Pampers brand – depending on the way the baby looks at the spectator or at the Pampers message

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SETTING UP A EYETRACKING STUDY

SUBHEADER

Setting up a studie in the eyetracker…

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HOW EYETRACKING WORKS

The bright pupil effect

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HOW EYETRACKING WORKS

Pupil Centered Corneal Reflection

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HOW EYETRACKING WORKS

Tobii Eye trackers

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HOW EYETRACKING WORKS

What happens in the eyetracker?

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HOW EYETRACKING WORKS

What happens during the calibration?

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)(xF ),( yx

),( yx

333231

232221

131211

xxx

xxx

xxx

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What happens during the calibration?

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• t1; x1; y1; z1

•Gaze Data

HOW EYETRACKING WORKS

What happens after the calibration?

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• t1; x1; y1; z1

•Gaze Data

HOW EYETRACKING WORKS

What happens after the calibration?

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HOW OUR EYES WORKS

Our eyes are the mirror of our soul(brain)

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• Retina

• Pupil

• Cornea

• Lens

• Fovea

HOW OUR EYES WORKS

How our eyes are build..

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• rod cells 94%

• Cone cells6%

• Light receptor cells

HOW OUR EYES WORKS

How our eyes are build..

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HOW OUR EYES WORKS

Where do we focus?.

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The human visual field = 220ºThe 1-2º area of foveal vision is about the size of a thumbnail on an arm lengths distance

HOW OUR EYES WORKS

What do we actual see?

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The the foveal and parafoveal areas are less than 8% of the visual field but takes up over 50% of the visual cortex in the brain.

Peripheral vision is mainly good at picking up movements and contrasts

HOW OUR EYES WORKS

What do we actual see?

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• Fixation

• The area of foveal vision

• Saccade

HOW OUR EYES WORKS

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The fixation lengths varies from about 100 to 600 milliseconds, during this stop the brain starts to process the visual information received from the eyes.

All the information from the scene is (mainly) acquired during fixations.

Typical fixation frequency is < 3 Hz Common words get shorter fixations than less common

words The length of a fixation is usually an indication

of information processing or cognitive activities.

HOW OUR EYES WORKS

Fixations

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HOW OUR EYES WORKS

Fixations

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Saccades are extremely fast jumps from one fixation to the other and the average length of a saccade is about 20-40 ms

When reading English the mean saccade size is 7-9 letter spaces

Saccadic suppression: vision is largely suppressed during the movement

The end point of saccade cannot be changed during the movement

Regressive saccades and the saccade pattern can reveal confusion and problems understanding

HOW OUR EYES WORKS

Sacades

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HOW OUR EYES WORKS

Sacades

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HOW OUR EYES WORKS

SUBHEADER

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SETTING UP A EYETRACKING STUDY

Setting up a study in the eyetracker…

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Analyzing data from the eye tracking study..

ANALYZING DATA

Many different possibilities for applying metrics

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ANALYZING DATA

Many different possibilities for applying metrics

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ANALYZING DATA

Qualitative studies depends on defining areas of interest to analyse upon

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ANALYZING DATA

Two types of research

Quantitative studies(summative research)Use eye tracking to measure differences between designs (or design and benchmarks) When we use eye tracking to measure things - a lot of times we doing comparisons in the study as this enables us to make certain decisions fx. which is a better design for achieving the purpose we want(and to avoid the so what? Question)

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ANALYZING DATA

Many different possibilities for applying metrics

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ANALYZING DATA

100 + Measures..

Statistics tab: there are 100+ measures.. Reaction 1: Whoa, measures

Reaction 2: Yay, measures -> to many measures-> bloated reports-> confusion and dis interest Therefore be picky about the measures you chose, as the report else will be bloated and messy to read, and the take holders won't like that.(confusion & disinterest) Every measure has a meaning(or2 or 3)Different measures things can mean different in different contextsTherefore its important to know how the measures are calculated.. Chose measure with study type and research in mind!

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ANALYZING DATA

Quantitative studies

Examples of measures:  - Time to first Area of interest(AOI) fixation- Total number of fixations in the AOI- Visit count & visit duration per AOI- Average fixation duration  Two types of Quantitative studies:

1: Measuring performance related differences(e.g.,. will the new design make it easier to find the relevant information? We are going to look at 4 great an interesting examples (Company information, pharmacists, GPS navigation in compare to competitors, instructions e.g.. from IKEA , how much mental workload do they require..)2: Measuring action related differences (different locations for a add on a homepage, which add design will create more interest,

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ANALYZING DATA

Quantitative studies

Decide whether it is a performance study or an attraction study..

For the different study's the same metrics can mean different things…

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ANALYZING DATA

Difference between performance studies and attraction studies

Q:If somebody looks at a thing a lot, and if there are a lot of fixations, what does this mean? Is it god or bad (confusion or interest)?

A: It depends on the goal of the person that looks at the thing. Performance or attraction

1.Performance: Eg. package where person are to find the number of calories, then a lower number of fixations are god

2. Attraction: If the person studies an ad or a picture that you would like them to study, then a larger number of fixations are god.

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ANALYZING DATA

Quantitative studies

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Quantitative studies

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Resources:

Aka Boiko: Film about using KPI measures for eyetracking https://www.youtube.com/watch?v=Xp4pLOk_PtQ

Jacob Nielsen: How to Conduct and Evaluate Usability Studies Using Eyetracking    http://www.useit.com/eyetracking/methodology/eyetracking-methodology.pdf

Laura Grant – how to make a good questionnaire(to be used when setting up the test design): http://www.lauragrantassociates.co.uk/Resources/Resources/24/how%20to%20design%20a%20good%20questionnaire.pdf

Tobii – homepage with different eyetracking cases and videos: http://www.tobii.com/en/eye-tracking-research/global/research/usability/

Tobii Studio eyetracking software download (to be used when analyzing on your own computer): http://studiohelp.tobii.org/Updates/