You've likely seen a car commercial in which the driver is stealthily navigating a rural road with sharp twists and turns. How do they do that? Where do they look? A recent article at Physorg.com notes that it is well documented that when negotiating winding roads, a driver typically looks at a specific and well-defied point on the lane marking. This is known as the tangent point. But new research shows that the further a driver looks ahead, particularly in left-hand curves, wide curves, and when … [Read more...]
What Eye Tracking Could Do For You
In a recent article we discussed further what eye tracking is good for. With a lot of naysayers still voicing legitimate concerns, it’s important to note eye tracking’s value, even if it comes at a high price. There are a number of companies working on more affordable (dare we say – cheap) products, but unless you’re looking to do it yourself, chances are you’re paying a pretty penny for an eye tracker or to a consulting firm with expert knowledge.It’s important to note that, while … [Read more...]
How Do You Measure the Value of Eye Tracking?
We recently wrote an article touching on some of the limitations of eye tracking. There are more. Of course, nothing is perfect, and many naysayers have legitimate concerns when it comes to eye tracking in the realm of usability. Most of these limitations are based around usability studies, which is certainly what most think about when they hear the phrase eye tracking. Usability consulting firms have seen success, convincing many designers that their website isn’t effective for this or that reason. … [Read more...]
Text 2.0 Uses Eye Tracking to Customize Reader Experience
Spreading like wildfire, eReading devices are changing the way we consume written materials, creating a competitive market as they become more advanced. And while many are predicting the end of the printed word as we know it, tools such as Text 2.0, a reading technology that personalizes a reader’s experience by tracking eye movements, are changing the game for the meantime.A team of researchers at the German Research Center for Artificial Intelligence have created the new tool with the help … [Read more...]
Eye Tracking and Style Guides
We’re well aware by now that eye tracking studies have given us a good idea of where readers look on a page. It seems like most eye tracking studies – usability wise, anyway – are based around exactly this: where do readers look first. We’ve been following eye tracking news in depth for about a year now, and time after time we see the same results.Gaze maps repeatedly show us that a visitor’s eyes hover in the same areas on a page, and a recent eye tracking study for Yahoo! is consistent … [Read more...]
Using Eye Tracking & Mouse Movements to Analyze Search Behavior
For those in the business, it must be a pretty nice thing to see usability studies come of age. We’ve touched on recent debates regarding the relationship between what a user is looking at versus what they’re thinking about (Is it the same thing or is it something entirely different?), and it’s exciting to see further research into the details of eye tracking and usability. Data is easy to come by if you have the right equipment, but making sense of that data, analyzing it for usable information … [Read more...]
Pricing Tobii’s New Eye Tracking Glasses
The Swedish eye tracking technology enterprise Tobii has released a new set of mobile eyeglasses that can track a user’s eye movements while they’re on the go. It looks like it’s being marketed to companies interested in tracking their customers shopping habits and eye movements at retail stores. Procter and Gamble are beta testing the glasses and apparently planning to research product packaging and shelf placement. Ipsos Marketing, a firm that specializes in market research, is also in … [Read more...]
Is Nokia Making an Eye Tracking Controlled Mobile Phone?
With all the buzz about iPhones, other cell phone manufactures get overlooked. But some of them are developing some pretty cool new technology of their own. Nokia, the Finnish mobile technology giant, is announcing that they have been working on a new phone that is controlled with gaze through eye tracking. If you stare at a message or a video icon on the phone, you can open it with your eyes.“We are working on a mobile that operates with the gaze of an eye,” Jyri Huopaniemi, director of … [Read more...]
Biometric Devices: Revealing How the Brain Recognizes Objects
Some interesting biometrics news was reported in an article published earlier this month by The Behavioral Medicine Report. A new computational model is shedding light on how the brain visually identifies objects. It is said that researchers at MIT’s McGovern Institute for Brain Research recently developed a new mathematical model that can predict the brain’s performance on a series of visual perception tasks, and researchers say that it gives them a good indication of what actually happens in … [Read more...]