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Tobii Whitepaper Studying Web Pages Using Eye Tracking

Tobii Whitepaper Studying Web Pages Using Eye Tracking

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Published by Jon Ward
Whitepaper on using eye tracking in web page analysis and usability
Whitepaper on using eye tracking in web page analysis and usability

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Published by: Jon Ward on Sep 28, 2009
Copyright:Attribution Non-commercial

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07/19/2013

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 Whitepaper 
Studying web pagesusing Eye Tracking
Written by Kirk Ewing, Tobii TechnologyAugust 2005
 
Abstract
Eye tracking has been investigated and “toyed with” for many years by researchers andcommercial usability professionals. There are examples of high quality results being obtained inboth of these areas using eye tracking techniques. Too often though these studies andcommercial ventures have been hampered by inadequate hardware and software tools. Theseinadequate tools have caused the scope and goals of studies to be limited in their ability toprovide interesting and powerful results without undue resources being required. Many researchers have become discouraged by the previous generation of eye tracking solutions andbranded the technique “interesting but practically useless”.New hardware and software tools have been developed by companies such as Tobii Technology to overcome all of the outstanding objections to the collection of high quality eye tracking data.Modern, customizable and relatively automated analysis tools have also been developed. Thesetools do not interfere with traditional techniques and do not require many extra resources.Many new techniques and therefore interesting and powerful results are now available that werepreviously inaccessible. These results, available with limited additional resources, make eyetracking commercially viable prospect in usability testing, and web site testing in general, for thefirst time. There are quite a number of commercial and academic labs running highly successfulprograms today testing hundreds, and in some cases thousands, of subjects per year andeffectively analyzing this data to produce highly useful results.
 
Table of contents
ABSTRACT 2
 
INTRODUCTION 4
 
PREVIOUS WORK AND PREVIOUS PROBLEMS 4
 
NEW DEVELOPMENTS SOLVE ISSUES 5
 
Adequate tools to record data 5
 
New analysis tools 6
 
ADDITIONAL INSIGHTS TO TRADITIONAL TECHNIQUES 7
 
Complementing verbal protocols 7
 
Stunning Deliverables 8
 
Answering typical questions 8
 
What happened in the breakdown event? 8
 
What do users see? 9
 
Where should valuable content be placed? 9
 
Do available visual cues drive users effectively? 10
 
How effectively do users complete the task? 10
 
LIMITATIONS OF EYE TRACKING 11
 
Data easily influenced 11
 
They looked at it but did they really “see” it 11
 
How people use peripheral vision 11
 
CONCLUSION 12
 
REFERENCES 13
 

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