Eye Tracking Update » eye tracking study

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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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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Google Using Eye Tracking To Study New Google Instant

dbrendant — Thu, 03 Mar 2011 16:42:12 +0000

In a recent post at the Silicon Valley Watcher, the author discusses Google’s new venture in searching: Google Instant. Essentially, Google Instant is an overhaul of Google’s previous way of doing things, making for a dynamic format that changes as users type in their query. Google is seeking to reduce the amount of minutes that [...]

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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 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 and Monitoring Saliency Maps

dbrendant — Fri, 28 Jan 2011 16:28:31 +0000

Another study using eye tracking was passed along to us, this time from the Institute of Cognitive Science in Osnabrück, Germany. This one’s a little difficult to crack, so I’ll keep it simple and let you explore the original article if you are interested. Using an Eyelink II manufactured by SR Research Ltd out of [...]

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Eye Tracking Study Shows Architecture Influences Choice

dbrendant — Tue, 28 Dec 2010 16:30:08 +0000

One website we found recently posted an interesting article originally written for Scientific American in which the author discusses how people decide to take action. Apparently, decision-making can be traced back to how long someone spends looking at the options. According to the article, if a product is looked at longer, the odds of a [...]

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Driving Blind? Eye Tracking Study Shows Cell Phones Cause Inattention Blindness

Eye Tracking: How Does Color Affect Attention?

dbrendant — Thu, 16 Dec 2010 16:30:24 +0000

In a recent paper, eye tracking was used to detail the effects of color on human overt attention. The paper, penned by Torsten Benz of the University of Osnabruck, Germany, investigates the influence of color on attention. In carrying out his study, he used eye tracking data from earlier research developed by Willenbocke, as well [...]

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Surprise: Eye Tracking Study Reveals Bigger Ads Are More Noticeable

dbrendant — Wed, 01 Dec 2010 16:30:13 +0000

In an article we recently read at mediamemo.allthingsd.com, various online publishers suggest the effectiveness for giant ads that show up on sites as you’re browsing the web. Apparently, these ads have stopping power (and it’s not just the fact that they literally stop you from viewing the site, obstructing text and the stuff you’re looking [...]

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How to Sell More Juice With Eye Tracking

dbrendant — Sun, 21 Nov 2010 16:30:02 +0000

Brand loyalty is nothing to take lightly, and eye tracking has given some insight into why companies need to stay “true to their colors” when considering a brand redesign. People go back to the things they like, things they know already, or things they’re nostalgic for. So when it comes to changing the look of [...]

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Eye Tracking Study Observes How Shoppers Use Food Labels

Eye Tracking Study Explores Integration With Mobile Devices

dbrendant — Thu, 18 Nov 2010 16:30:26 +0000

Mobile devices have become undeniably pervasive in the past few years, and with the advances that are being made in the eye tracking field, they are only going to become even more common. You can’t walk down the street without seeing at least one person chatting away or typing texts to a friend as they [...]

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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 Shows We Start At The Top

dbrendant — Tue, 26 Oct 2010 17:27:22 +0000

In a recent article posted at a pay-per-click sales site, they rave about eye tracking and how it’s changed design altogether. Of course, it’s not eye tracking that’s changed design, heat maps and corresponding eye tracking studies and results can help inform a designer or content manager how the public sees their site. It can’t [...]

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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 Emphasizes Significance of Search Snippets

dbrendant — Mon, 20 Sep 2010 16:00:58 +0000

A recent study used eye tracking to demonstrate how important the meta description of a website is for searchers. They call these brief tidbits “search snippets” and as it turns out, they strongly contribute to the attraction of a searcher to a particular site. The original study, though written in Spanish by Mari-Carmen Marcos 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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Eye Tracking and Usability: Which Metrics Are Valuable?

dbrendant — Thu, 12 Aug 2010 16:00:20 +0000

A few articles we’ve recently done at Eye Tracking Update have focused on the cost and effectiveness of eye tracking for usability studies. There’s a lot of debate on the subject of course, but assuming you’ve decided that eye tracking works for you, you may be somewhere along the lines of choosing which metrics to [...]

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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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Eye Tracking and Style Guides

dbrendant — Wed, 28 Jul 2010 23:33:54 +0000

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 [...]

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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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Moodle Using Eye Tracking to Study Usability and eLearning

dbrendant — Thu, 22 Jul 2010 17:13:19 +0000

Another study using eye tracking we came across at Eye Tracking Update has to do with a program called Moodle, which appears to be an e-Learning (teaching and learning) program used by Austrian students (please correct me if I’m wrong or if you have any more information about the program). Gergely Rakoczi of the Vienna [...]

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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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Framework for Eye Tracking Patterns and Usability Problems: Pt 3

dbrendant — Fri, 16 Jul 2010 23:02:49 +0000

Ehmke and Wilson, the two researchers who published the report in association with City University in London, raise the point that there still remains a need “for studies that relate eye-tracking patterns to specific usability problems (by indicating cognitive processes).” In the past, eye tracking metrics have been compared to general interface usability, assessed by [...]

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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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Framework for Eye Tracking Patterns and Usability Problems: Part 1

dbrendant — Thu, 08 Jul 2010 23:51:29 +0000

When you are trying a new product, you want it to work, right? If a company makes a good product, people use it. If it’s a bad product, people will not – it’s quite simple. Of course there are several factors like strategy, marketing, money, connections, production, and even a little luck involved in making [...]

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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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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 Web Usability Study Reveals the “Golden Triangle”

dbrendant — Tue, 15 Jun 2010 00:29:23 +0000

We’ve written a few articles on website usability and how, in particular, people search the web, scanning their eyes across the screen to seek out the results relevant to their search. Many studies using eye tracking heatmaps have shown that web users tend to scan in an “F” pattern – that is, focusing mainly on [...]

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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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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 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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