Eye Tracking Update » Eye Tracking Research

Eye tracking shows the power of social content for SEO

mfox — Wed, 08 Feb 2012 21:22:22 +0000

Online reviews are becoming an increasingly more powerful tool for attracting (or repelling) new business. A study conducted by the digital marketing company Mediative, confirmed this notion through eye tracking and click tracking user behavior on Google Places search results. The findings suggest that social content and perceived quality indicators can be even more powerful [...]

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Eye tracking may reduce cases of breast cancer misdiagnosis

mfox — Thu, 02 Feb 2012 20:25:29 +0000

It’s estimated by the American Cancer Society that over 229,000 new cases of breast cancer will be diagnosed this year. Even with advances in mammography technology, a portion of these cases will be misdiagnosed, causing patients to endure unnecessary treatments and psychological damage. Modern imaging technology is able to produce higher resolution images that reveal [...]

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Eye tracking study may reduce teen crash rates

mfox — Wed, 04 Jan 2012 18:32:03 +0000

An upcoming study at Montana State University’s Western Transportation Institute will use eye tracking to research the efficacy of virtual reality training to improve young drivers’ ability to perceive road hazards. The statistics about teen drivers are alarming, but most accidents involving teen drivers don’t happen for the reasons you might think. A 2011 study [...]

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Eye tracking biometrics for medical diagnosis

mfox — Thu, 22 Dec 2011 22:21:53 +0000

The intimate connection between the eyes and the brain make eye tracking a clear fit in the field of neuroscience. In fact, the eyes have distinct movement patterns that can be altered by neurodamage and neurological disorders, which can be captured and identified by certain eye tracking systems. Recent advances in eye tracking technology by [...]

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Eye Tracking Shows There is No Horsing Around in Show Jumping

mfox — Tue, 19 Jul 2011 19:41:59 +0000

Eye tracking has been used to analyze the performance of athletes in many different sports. In fact, it is becoming a way for trainers to identify the visual behaviors of the pros and develop training programs that help improve athlete performance. Recently, another sport was evaluated with eye tracking for the first time– equestrian show [...]

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Wearable Eye Tracker Puts Microsoft Kinect to the Test

mfox — Tue, 14 Jun 2011 23:35:39 +0000

The UK-based usability company, User Vision, is demonstrating that eye tracking usability testing isn’t just for computer applications and websites. User Vision recently conducted a usability study on the Microsoft Kinect for Xbox 360 to evaluate user experience. Test subjects wore Tobii Glasses while they set up and played the game, Reflex Ridge. The eye [...]

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New Eye Tracker for Academic, Market, and Usability Research

mfox — Thu, 09 Jun 2011 17:24:21 +0000

So far, this year has been full of new eye tracking product releases. It seems portability is the trend of the year with a focus on eye tracking products for market and usability research. These new developments are good news for the eye tracking user community, which is growing rapidly every year. It was brought [...]

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Top 2 Search Engines Google, Yahoo Use Eye Tracking

mfox — Wed, 01 Jun 2011 21:36:47 +0000

You know eye tracking is getting big when the multibillion dollar companies, Google and Yahoo!, are turning to the technology to optimize the usability and ad success on their sites. Ads are the largest source of revenue for these companies; Google earned over $28 billion in revenue from ads alone in 2010. We’ve written previously [...]

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Eye Tracking and the Online Publisher’s Association

dbrendant — Thu, 10 Feb 2011 17:08:49 +0000

New news featuring a study involving the Online Publishers Association has been making the rounds as of late, and we’ve seen similar articles in a number of media outlets. The Wall Street Journal’s MarketWatch recently covered the research, which featured biometrics and eye tracking to observe how consumers engage and interact with advertisements. The Online [...]

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Eye Tracking Research: Nostalgia Creates More Brand Loyalty

dbrendant — Thu, 03 Feb 2011 17:14:13 +0000

In a recent article we discussed a post we came across that described Tropicana’s reasoning for recalling new packaging design they recently released to poor reaction from loyal consumers. The issue wasn’t nostalgia for the old product and the emotional connection it offered, however. It was apparently based on the actual design, which got lost [...]

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Eye Tracking and Neuromarketing in 3D Marketing Research

Eye Tracking Evaluates the Effectiveness of Online Ads

dbrendant — Mon, 31 Jan 2011 16:28:47 +0000

Eye tracking has been used in numerous studies involving the effectiveness of online advertising. In a recent article published on internetvision.com, it’s been announced that the Online Publishers Association released a new study in which they biometrically assessed the effectiveness of proprietary advertising on their site. The study found that 90% of participants would notice [...]

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Eye Tracking Research Delves Into Eye Detection Algorithm

dbrendant — Tue, 07 Dec 2010 16:30:48 +0000

When it comes to iris recognition, eye tracking, fatigue detection, facial recognition, and so on, there’s a prerequisite stage that’s necessary before anything else. Eye detection is the essence of eye tracking and iris recognition – without it, there’s no way to identify the eye itself. It sounds simple, but it’s really quite complicated and [...]

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Eye Tracking Research Advances With Gaze Probing

dbrendant — Sat, 06 Nov 2010 16:00:58 +0000

A recent paper presented at the International Conference on Pattern Recognition introduced a novel method of eye tracking, know as gaze probing. The goal of gaze probing is to estimate the object that a user focuses on when they are looking at dynamic content. Dynamic content is defined as scrolling images and text on a [...]

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Eye Tracking Trends In Computer Graphics: pt 1

dbrendant — Thu, 14 Oct 2010 18:28:32 +0000

Eye tracking was briefly discussed in another research paper, this time focusing on contemporary trends in computer graphics and digital visualization. The paper, written by Werner Purgathofer and Robert F. Tobler, lists eye tracking among other features as those most prevalent in the graphics world. In the paper, computer graphics is described as the study [...]

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Eye Tracking Trends In Computer Graphics: pt 2

Eye Tracking Study Users in Interactive Search

dbrendant — Fri, 01 Oct 2010 18:45:48 +0000

Eye tracking is a technology that is being used worldwide as a powerful research tool. In fact, we came across this recent study out of Germany in which Thomas Beckers and Norbert Fuhr of the University of Duiburg-Essen teamed up to research how users handle interactive search systems. Interested in book titles, they created a [...]

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Eye Tracking Shows Autistic Children Prefer Geometric Patterns

dbrendant — Thu, 30 Sep 2010 16:28:08 +0000

Eye tracking technology has once again proved to be a valuable tool for studying autism in children. The recent study was published last week in the Archives of General Psychiatry. Researchers from the University of California San Diego completed a study in which children between the ages of 14 and 42 months were tested for [...]

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Eye Tracking in Human Language Processing

dbrendant — Fri, 24 Sep 2010 18:00:09 +0000

In another recent study to come out of the United Kingdom, researchers using eye tracking focused on human language and cognitively plausible models of language processing. Human language processing is considered “the ultimate gold standard for computational linguistics.” As humans can understand, interpret, and create language with speed and accuracy, as well as creativity, they’re [...]

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Eye Tracking Non-Verbal Communication Cues for Advanced Robotics

egutierrez — Wed, 22 Sep 2010 16:20:43 +0000

In a paper written by Kristiina Jokinen, of the University of Helsinki’s Department of Speech Sciences, the use of eye-gaze as a means of synchronizing the turn taking and feedback during a natural conversation was studied using eye tracking. Looking back in time, we see that gaze has been recognized as a turn yielding and [...]

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Eye Tracking in the Drive Simulator

egutierrez — Wed, 15 Sep 2010 00:33:02 +0000

Eye tracking can be used in just about any number of tasks that your average person might perform in a day. Driving is no different, and drive simulation provides researchers with a platform with which to safely perform studies on people’s driving habits without endangering them or someone else. Whether the technology is being used [...]

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Driving Around the Bend: Eye Tracking for Curve Navigation

dbrendant — Tue, 31 Aug 2010 17:30:42 +0000

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 [...]

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Streamlining Digital Archives With Eye Tracking

dbrendant — Wed, 25 Aug 2010 22:15:48 +0000

Digital archiving is an idea that’s slowly creeping into the workplace and it’s only a matter of time before more professionals, offices, and consumers start making it a part of their daily lives. It’s involved in our daily multi-tasking on the PC to some extent, and depending on your job, you may already be using [...]

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More Debate on Effectiveness of Eye Tracking

dbrendant — Wed, 18 Aug 2010 16:00:25 +0000

We came across another couple articles focusing on what you’ve always wanted to know about eye tracking. The articles were posted on Another Useful Blog, a German blogger’s site that covers usability issues in interface design. The articles were broken up into two parts, and we’ll cover the first in this post and the 2nd [...]

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How does Head Stability Improve Eye Tracking Accuracy?

dbrendant — Mon, 16 Aug 2010 16:00:34 +0000

When conducting research, the accuracy of the data is critical to the validity of the results. In the field of eye tracking research, we are always searching for ways to improve our techniques and make the data we collect as legitimate as possible. A German blogger, Markus Weber, discussed data accuracy of eye tracking in [...]

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Shocking Revelation: Eye Tracking Has Problems

dbrendant — Tue, 10 Aug 2010 16:17:49 +0000

With more than a few articles under our belt on the strengths of eye tracking, we thought it might be interesting to point out some of the limitations of eye tracking. We’ve mentioned in previous posts that eye tracking can provide insight into the usability of a website, but without supplementary effort, the data gleaned [...]

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Eye Tracking Study Looks Into Your Bad Hair Day

dbrendant — Thu, 05 Aug 2010 16:00:32 +0000

We’ve seen a lot of eye tracking studies focusing on first impressions and in individual’s instincts when it comes to determining if someone is, for example, trustworthy, friendly, or even deceptive (see recent posts on eye tracking for suspect lineups in law enforcement). But we have yet to see one as overt, in a superficial [...]

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What Eye Tracking Reveals About Your Lying Eyes

dbrendant — Sat, 31 Jul 2010 16:00:14 +0000

Lie detection is a field that, with increasing security controls worldwide, is most certainly growing. A group of educational psychologists are using eye tracking technology in an effort to create a new alternative to polygraph lie detection. Recent research licensed by the University of Utah (where the research is taking place) to Credibility Assessment Technologies [...]

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Using Eye Tracking & Brainwaves to Evaluate Ad Effectiveness

dbrendant — Fri, 30 Jul 2010 21:37:46 +0000

An Indian research agency is saying that advertisements that tend to fare well in the North of India don’t necessarily do as well in the West. Millward Brown, the agency investigating the topic, is bringing several new tools to its clients – tools that will help to measure the effectiveness of ads and people’s responses [...]

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Avatars and Eye Tracking: Ford Uses Technology to Improve Safety

dbrendant — Mon, 26 Jul 2010 17:46:11 +0000

Ford Motor Company has been using eye tracking and virtual reality to improve safety in motor vehicles. In an article recently published at AskPatty.com, a website specializing in automotive advice for women, Ford is said to be working with several high-tech labs, taking advantage of virtual reality to help reduce injuries, costs, and strict timelines [...]

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Framework for Eye Tracking Patterns and Usability Problems: Pt 4

dbrendant — Mon, 19 Jul 2010 22:25:56 +0000

This week at Eye Tracking Update we’ve been discussing the lack of a concrete, rigorous framework by which eye tracking usability metrics can be interpreted. Typically, interpretations are done by usability experts or in some of the more D.I.Y studies, whomever is doing the testing. We’ve centered much of our discussion around an academic paper [...]

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Using Eye Tracking & Mouse Movements to Analyze Search Behavior

dbrendant — Thu, 15 Jul 2010 22:46:10 +0000

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 [...]

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Eye Tracking Research Exploring Assistive Possibilities

dbrendant — Wed, 14 Jul 2010 18:39:23 +0000

Many of our posts revolve around the ever expanding industry of usabilty testing with eye tracking technology. So it’s a pleasure to see more use of eye tracking for humanitarian purposes, such as aiding in communication or transportation for those with ability limitations. In a recent paper published at the University of Southern California – [...]

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Eye Tracking Research Measures Your Problem Solving Skills

dbrendant — Wed, 14 Jul 2010 04:12:03 +0000

An interesting study was done in collaboration with Stanford University and Columbia Teachers College focusing on the degree of pupil dilation in visual tasks and aural ones. Until now, pupil dilation has been shown to be a reliable way to measure cognitive load, but scientists at the institutions say the effect of aural versus visual [...]

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Eye Tracking: How Experience is Key in Becoming an Expert

dbrendant — Fri, 02 Jul 2010 23:50:53 +0000

By now you’ve probably noticed that much of what we write about here at Eye Tracking Update has to do with usability testing. The fact of the matter is, eye tracking is effective and popular when it comes to usability testing, and many studies published that utilize this technology have to do with web design, [...]

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Eye Tracking Studies Suggest Google is Making Us Stupid

dbrendant — Fri, 02 Jul 2010 00:56:41 +0000

After reading the article about Nicholas Carr that posted recently on Eye Tracking Update about how eye tracking studies have identified a change in reading behavior online, you might be interested in seeing some of the points raised. There’s a giant wiki page on Carr’s original essay “Is Google Making Us Stupid?” in which he [...]

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Tobii’s Wearable Eye Tracker: Revolutionary or Marketing Hype?

mfox — Tue, 29 Jun 2010 22:28:03 +0000

Big news for the eye tracking industry was released yesterday. Tobii Technology announced the launch of their new product, Tobii Glasses™. Positioned as a cost effective tool for consumer behavior research, the wearable system consists of a pair of glasses, a data recording box, and IR markers for designating the Area of Analysis on a [...]

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Eye Tracking Improves Camouflage Effectiveness

dbrendant — Tue, 22 Jun 2010 00:16:47 +0000

At Eye Tracking Update we talk a lot about what you can see. But what about what you can’t see? Dr. Timothy O’Neill is a camouflage consultant and a retired Army officer who founded the Engineering Psychology program at West Point years ago. He also created the basis of the camouflage pattern on the Army [...]

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Eye Tracking Supports Belief that Exercising Helps Smokers Quit

egutierrez — Fri, 11 Jun 2010 02:04:44 +0000

Are you a smoker? Are you trying to quit? A recent study by the University of Exeter shows that even small amounts of exercising can assist a person in kicking the habit. Anyone who has tried to quit before can attest to how difficult the whole ordeal can be, but now there is evidence of [...]

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Eye Tracking Questions Usefulness of Real Time Search Results

dbrendant — Fri, 11 Jun 2010 01:57:25 +0000

A few eye tracking studies have shown that users tend to ignore “real time” results in searches. There is quite a lot of eye tracking research that goes into the usability and effectiveness of one of the most popular websites, Google. But if new research is showing ineffective trends for real time results, it can’t [...]

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Eye Tracking Research on Banner Ad Blindness

dbrendant — Thu, 10 Jun 2010 00:22:31 +0000

Humans adapt in mysterious ways. Sometimes they adapt in more obvious ones though. When you’re browsing through webpages, you’re continuously bombarded with advertisements, flashing colors, expanding boxes, and catchy text. But in all honesty, if I surf the web for 15 minutes, I won’t recall any particulars about the ads I’ve seen, let alone notice [...]

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Eye Tracking: Driving Simulation for U.S. Army Training

dbrendant — Thu, 10 Jun 2010 00:00:07 +0000

According to a recent article at Armed With Science, a website that highlights the importance of science and technology to military operations, the U.S. Army has begun to employ driving simulators to study operator issues within the military, both in combat and non-combat applications. It’s an important endeavor on their part. The research has become [...]

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Watch Where You Step: Eye Tracking and Pedestrian Flow

dbrendant — Fri, 04 Jun 2010 19:30:14 +0000

A friend once used an analogy that traffic tends to move through streets as water moves down a stream, speeding up in certain areas, stopping in others, building at forks until the oncoming pressure pushes it in a pattern of various directions. Whether true or not, it’s an entertaining concept, and one that doesn’t seem [...]

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Tracking Bias, Biometrically

dbrendant — Fri, 04 Jun 2010 16:00:05 +0000

A article popped up recently regarding the differences in reactions to marketing campaigns between an average consumer and an “industry pro,” or rather, someone who works within the media industry and whose job is to create or market content and products to regular consumers. Generally, it’s assumed (by industry pros) that they know what the [...]

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Old News But Relevant News: Apple and Eye Tracking

dbrendant — Thu, 03 Jun 2010 16:24:37 +0000

This is old news by now, but considering that the January article deals with news from a few years ago, it’s sort of a moot point. Continuing with our regular Apple and iPhone updates, especially considering recent news of Apple’s new patents for biometric and cardio sensors in their iPhone, we thought we’d note that [...]

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Eye Tracking on the Cheap: Making MacGyver Proud

dbrendant — Wed, 02 Jun 2010 22:44:41 +0000

One of the more fun aspects of writing for Eye Tracking Update is when a new, do-it-yourself eye tracking device shows up online. With so many formal reports (these are also great, of course!) involving medical diagnostics and web usability studies, it’s refreshing and enjoyable to see when tinkerers start innovating on their own, on [...]

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Google Uses Eye Tracking to Test its Revamped Design

dbrendant — Mon, 24 May 2010 23:30:30 +0000

As the saying goes, “If it ain’t broke, don’t fix it.” But even the most successful websites need a reassessment every now and again to stay ahead of the game. A few days ago, Google introduced it’s latest changes, the eighth iteration of the world’s most popular site. Well, that may not be true anymore [...]

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The Snowball Effect: Advances in Eye Tracking

dbrendant — Mon, 17 May 2010 15:39:16 +0000

Technological innovation is cyclical. A problem arises, a solution is determined, and an invention is created. New creations lead to even more innovations as people play off each other’s inventions, fixing them and finding better, more efficient approaches for some of the details that the original may have overlooked. Take the car, for example. A [...]

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The Price of Eye Tracking

dbrendant — Thu, 13 May 2010 17:32:46 +0000

Cost is a word we hear thrown around quite a bit in the eye tracking world. With so many do-it-yourself eye tracking experiments being performed, it’s no wonder that cost has become an issue. As with anything, people can get quite creative finding ways around pricey and inhibitive equipment. In a paper published at Stanford [...]

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Eye Controlled Video Games? Better Late Than Never

dbrendant — Wed, 12 May 2010 17:00:25 +0000

A recent article published in New Scientist may be a little late to the Eye Tracking party as far as we’re concerned, but it’s certainly good to see more eye tracking news in mainstream media, even if it is focusing on something that’s no novelty to most within the industry. The “innovation” article focuses on [...]

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Biometric Devices: Skin Based Touch Interface

mfox — Mon, 10 May 2010 18:10:34 +0000

The way we interact with technology is advancing just as fast as the technologies themselves. Interfaces come in all different shapes and sizes, and now there are many more ways to operate them than the mouse and joystick of the past. In previous Eye Tracking Update posts, we’ve mentioned ocular control with eye tracking devices, [...]

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Can Eye Tracking be Used to Predict Strategic Behavior?

mfox — Fri, 07 May 2010 20:06:17 +0000

Life is full of choices, all of which have payoffs and pitfalls. When you have a goal and make choices or decisions on how to achieve it, you are developing a strategy. Creating and executing a strategy is a highly cognitive process; your mind is looking at available options and evaluating the pros and cons [...]

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