Eye Tracking Update » visual attention

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: 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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Eye Tracking Provides Insight into Consumer Search Behavior

dbrendant — Thu, 04 Nov 2010 20:45:40 +0000

The online search industry is enormous and plenty of money seems to be thrown into developing new ways of searching and advertising. In a recent study, eye tracking was used to view the habits of consumers as they searched through various sites, querying for information or shopping and performing transactions. Half of Internet queries are [...]

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What Has Eye Tracking Taught Us About Criminal Identifications?

dbrendant — Tue, 03 Aug 2010 16:00:51 +0000

Researchers have now been using eye tracking for more than a century. This may be surprising to some but a quick look around web and you can see just where and when it started to show up. It’s led to numerous discoveries providing insight into how we think and feel. As a recent publication puts [...]

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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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Pricing Tobii’s New Eye Tracking Glasses

dbrendant — Tue, 13 Jul 2010 01:39:42 +0000

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 [...]

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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: Readers Run Out of Gas Below the Fold

mfox — Mon, 26 Apr 2010 18:03:43 +0000

Web usability guidelines have remained pretty consistent since the inception of the Internet. Actually, according to an article entitled “Scrolling and Attention,” 80% of these guidelines have remained the same since the 1990s. But one guideline that has changed has to do with the “above the fold” concept. During the first years of the web’s [...]

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Eye Tracking: How Smart is Your Car?

mfox — Mon, 05 Apr 2010 23:50:59 +0000

We recently posted an article about a study that used eye tracking to determine if driving experience improved the risks of driving distraction. We’ve also posted articles about the hazards of drowsy driving and the use of eye tracking to detect the onset of sleep. Driver safety is a pertinent issue that is highly linked [...]

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Using Eye Tracking to Study the “Humor Effect”

dbrendant — Mon, 29 Mar 2010 16:00:35 +0000

What was the last hilarious situation you found yourself in? Aside from the funny bit, can you remember much else about it? According to a good amount of memory research, chances that you remember the smaller, non-humorous details are less likely. Humans in general are quite good at recalling unusual or unexpected events, and a [...]

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Using Eye Tracking to Identify Optimal Product Placement

mfox — Sun, 28 Mar 2010 16:00:51 +0000

Isn’t it amazing how many types of shampoo you find in the hair care aisle? There’s a shampoo out there for everyone; if your hair is dry, thin, oily, blonde or frizzy there is guaranteed to be a product specially designed to moisturize, thicken, brighten, clarify or straighten just for you. But realistically, doesn’t shampoo just [...]

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Eye Tracking: Investigating What Women Notice in Advertisements

mfox — Thu, 25 Mar 2010 16:59:01 +0000

There has been a lot of controversy about the use of images of thin models in media and the effect that constant exposure to these images has on the self-perception of the “average” female. Women see these “idealized” images of the female body on TV and in advertisements constantly, and studies have shown that this [...]

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How Does Eye Tracking Detect the Object of Visual Attention?

mfox — Wed, 10 Mar 2010 20:58:06 +0000

A recent Eye Tracking Update post detailed the basic anatomy of the eye and the two primary types of vision, foveal and peripheral. To continue the discussion on eye biology and how it relates to eye tracking technology, let’s take a look at the behavior that brings the two together: eye movement. The majority (about [...]

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Where’s Waldo?… Eye Tracking Only Registers Half of the Visual Search Process

mfox — Tue, 02 Feb 2010 01:08:59 +0000

Many people are familiar with the popular “Where’s Waldo” books, in which you search for the red and white sweater-clad Waldo in a chaotic scene of colors and images. But while you were scanning the pictures for the little man, you were most likely unaware of the complex brain functions and visual processing that was [...]

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