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More Debate on Effectiveness of Eye Tracking

August 18, 2010 by dbrendant at 9:00 am
eye tracking effectiveness

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 in the next.Basically, the ongoing debate is still being discussed: is eye tracking worth it? Some see it as a silver bullet whereas others consider it a total waste of … [Read more...]

Filed Under: Eye Tracking, Eye Tracking Research, Eyetracking Web Usability Tagged With: , , , , , , , , , , , , ,

How Do You Know Which Eye Tracking Metrics To Use?

August 13, 2010 by dbrendant at 9:00 am
Confusion

As we’ve mentioned before, eye tracking comes at a price – often a high price. Cost prohibitive eye tracking solutions for usability have made for a lot of legitimate questions asking if eye tracking is truly worth it. But let’s assume you’ve bought into the idea that eye tracking is useful, and by some means, be it private or public funding, equipment donation, or cheaper alternatives like DIY eye tracking, you have an eye tracker to work with.A recent post touches on the immense amount … [Read more...]

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Shocking Revelation: Eye Tracking Has Problems

August 10, 2010 by dbrendant at 9:17 am
confused

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 from eye tracking is just that – data.Knowing what to do with that data is the key, and there’s not one easy answer for your usability or design problems when it comes … [Read more...]

Filed Under: Eye Tracking, Eye Tracking Research, Eyetracking Web Usability, Iris Recognition Tagged With: , , , , , , , , , , , , , , , , , , , , ,

Is Eye Tracking for Usability Studies Worth the Trouble?

August 9, 2010 by dbrendant at 9:00 am
Internet Browsing

Despite many advancing eye tracking technologies, there are still naysayers that continually challenge the industry with fair questions. One question: Is eye tracking worth it?It’s easy to get excited about eye tracking and the ability to see where people look while they're using a website. It sounds like an incredible opportunity to gain insight into the user experience and a window into what the user is thinking. Eye tracking, of course, is quite expensive when not done in a DIY manner, and … [Read more...]

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How Do You Measure the Value of Eye Tracking?

August 8, 2010 by dbrendant at 9:00 am
cost 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...]

Filed Under: Eye Tracking, Eye Tracking Research, Iris Recognition Tagged With: , , , , , , , , , , , , , , , ,

Framework for Eye Tracking Patterns and Usability Problems: Pt 2

July 14, 2010 by dbrendant at 9:51 am
new framework pt2

In a recent post, we started to review new research being done at the Centre for HCI Design at City University in London. Two researchers, Ehmke and Wilson, set out to establish a framework by which to observe and analyze any correlations between eye tracking and what a person is thinking as they’re maneuvering around a website during a usability study. While both the Internet and usability studies have grown immensely in popularity over the last decade, we have yet to see an established connection … [Read more...]

Filed Under: Eye Tracking, Eye Tracking Research, Eyetracking Web Usability, Iris Recognition Tagged With: , , , , , , , , , , , , , , ,

Framework for Eye Tracking Patterns and Usability Problems: Part 1

July 8, 2010 by dbrendant at 4:51 pm
Framework for Eye Tracking Patterns and Usability

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 a successful product but in essence, what it really comes down to is whether the product is a good one or not.The onslaught of the World Wide Web in the last decade has certainly … [Read more...]

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Eye Tracking Research on Banner Ad Blindness

June 9, 2010 by dbrendant at 5:22 pm
iStock_000002720385XSmall

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 that I’ve seen any in the first place. This can be attributed to what was once called “banner blindness,” an aversion that people have to … [Read more...]

Filed Under: Eye Tracking, Eyetracking Web Usability Tagged With: , , , , , , , , , , , , , ,

Eye Tracking and Social Anxiety

June 1, 2010 by dbrendant at 5:17 pm
eye tracking and social anxiety

These days it’s impossible to turn on the television without seeing an ad for social anxiety medication. The sad little animated lump rolling along the screen reminds us that it’s one of the most prevalent psychiatric conditions, affecting a large swath of the population.A recent study focusing on the subject explored how socially anxious individuals react to socially threatening stimuli, pointing out that those with social anxiety have more trouble disengaging from these socially threatening … [Read more...]

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Can Eye Tracking be Used to Predict Strategic Behavior?

May 7, 2010 by mfox at 1:06 pm
can eye tracking be used to predict strategic behavior

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 of each.The way in which people go about developing strategies is a subject that many researchers have investigated. Game theory takes a look at how people behave during strategic situations … [Read more...]

Filed Under: Biometric Devices, Eye Tracking, Eye Tracking Research Tagged With: , , , , , , , , , , , , , , , , , , , , , ,
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