Adding Value with Eyetracking

1
Adding Value with Eyetracking
Agnieszka (Aga) Bojko (User Centric, USA) Kara
Pernice Coyne (Nielsen Norman Group, USA) Giles
Colborne (cxpartners, UK) Andrew Duchowski
(Clemson University, USA) Erika Jönsson (Tobii,
Sweden) Kathi Kaiser (Centralis, USA) Steve Krug
(USA) Marianne Kroutchkevitch (Shopzilla,
USA) Mark Wehner (Yahoo, USA) Elizabeth Murphy
(US Census Bureau, USA) Andrew Schall (UserWorks
Inc. the University of Baltimore, USA) Cristin
Witcher (Accenture, USA) Nico Vroom (Tobii,
Sweden) Erik Hooft (Tobii, Sweden)

• Natalie WebbAmberlight PartnersLondon UK
• Tony RenshawLeeds Metropolitan UniversityLeeds
  UK

2
Adding Value with Eyetracking

• Why have a workshop on eyetracking?

How can eyetracking help my work?
Should I invest in expensive eye tracking
equipment?
How can I do eye tracking well?
How are other people using eye tracking?
3
Planning to do eyetracking
Recommendations
Issues

• Particularly good for
• Discoverability
• Efficiency accuracy
• Decision making
• Initial attention
• Have clear objectives study design
• Dont use in isolation
• Gap filling exploratory

• Dynamic stimulus limitations
• Affect on task realism if doing short recordings

Eyetracking can provide useful insights. However
you need good planning to reduce work load and
help understanding of results
4
Running an eyetracking study
Recommendations
Issues

• Think-Aloud
• Concurrent
• Retrospectively with or without gaze replay
• Inform participants
• Care with movement run through a task

• Effect of think aloud
• Proportion of users cannot be tracked

• Think Aloud is a common protocol though a little
  controversial. Participant set-up is important.

5
Dealing with the data
Recommendations
Issues

• Have clear objectives and questions
• Always interpret in context of task
• Do a pilot study
• Be cautious with aggregated data

• Relating eyetracking metrics to cognition
• Temptation to over interpret
• Lack of tools to analyse patterns in scan paths

• Clarify objectives questions, always consider
  context

6
Business issues
Recommendations
Issues

• Apply selectively to the right problems
• Communicate what unique value it can add
• Use to engage client and designers

• Affordability
• Take care with analysis

• Communicate the unique benefits and take
  advantage of attractiveness but use as part of
  toolbox

7
Next Steps

• More methodologies standards, good practice
  guidelines
• Basic and applied research into understanding and
  using metrics
• Improvements in hardware software e.g.
  dynamic stimuli, aiding analysis
• Publish and communicate