Eye Movement Analysis

Eye Movement Analysis

In marketing, the practice of measuring how one's eyes respond to a visual advertisement. In general, one's eyes rest longer on a pleasing image than on a displeasing one. As a result, marketers use eye movement analysis to find the images most likely to attract and maintain attention in an effort to maximize an ad's visibility.
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The results are based on revolutionary new eye movement analysis methods developed by the Traffic Research Unit at the University of Helsinki.
We hope to contribute to the efforts for tackling this issue by bringing modern usability engineering techniques together with eye movement analysis.
2008), we propose a combination of traditional usability engineering methods with eye movement analysis for the empirical evaluation of interactive map interfaces.
When utilizing eye movement analysis to evaluate the usability of an interface, some common assumptions are that more fixations may indicate a less efficient search strategy, longer fixations may indicate difficulty with the display, and plotting scan paths and fixations will allow documenting what people look at, how often, and how long (Goldberg and Kotval 1999; Bojko 2006).
Evaluating Interactive Map Interfaces with Usability Engineering Methods and Eye Movement Analysis
This trend may be a result of a suboptimal cost-benefit relationship; eye movement analysis was financially costly to start and effort-intensive to finish.
This is where the eye movement analysis offers additional help by allowing us to study micro-level behaviors linked to people's visual attention and internal cognitive processes.
We present an empirical-evaluation-based methodology that integrates eye movement analysis and traditional usability performance and satisfaction metrics for assessing interactive map interfaces.
However, eye movement analysis provides us with information on visual behavior, which is commonly accepted as a proxy for mental attention (Webb and Renshaw 2008), and it is valuable for understanding how users make inferences with the interfaces.
introduces the VideoNystagmoGraphyVNG ULMER[R], a complete eye movement analysis device intended for nystagmography examinations.