eye tracking

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Eye Tracking

Author : Kenneth Holmqvist
ISBN : 9780191625428
Genre : Psychology
File Size : 66. 20 MB
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We make 3-5 eye movements per second, and these movements are crucial in helping us deal with the vast amounts of information we encounter in our everyday lives. In recent years, thanks to the development of eye tracking technology, there has been a growing interest in monitoring and measuring these movements, with a view to understanding how we attend to and process the visual information we encounter Eye tracking as a research tool is now more accessible than ever, and is growing in popularity amongst researchers from a whole host of different disciplines. Usability analysts, sports scientists, cognitive psychologists, reading researchers, psycholinguists, neurophysiologists, electrical engineers, and others, all have a vested interest in eye tracking for different reasons. The ability to record eye-movements has helped advance our science and led to technological innovations. However, the growth of eye tracking in recent years has also presented a variety of challenges - in particular the issue of how to design an eye-tracking experiment, and how to analyse the data. This book is a much needed comprehensive handbook of eye tracking methodology. It describes how to evaluate and acquire an eye-tracker, how to plan and design an eye tracking study, and how to record and analyse eye-movement data. Besides technical details and theory, the heart of this book revolves around practicality - how raw data samples are converted into fixations and saccades using event detection algorithms, how the different representations of eye movement data are calculated using AOIs, heat maps and scanpaths, and how all the measures of eye movements relate to these processes. Part I presents the technology and skills needed to perform high-quality research with eye-trackers. Part II covers the predominant methods applied to the data which eye-trackers record. These include the parsing of raw sample data into oculomotor events, and how to calculate other representations of eye movements such as heat maps and transition matrices. Part III gives a comprehensive outline of the measures which can be calculated using the events and representations described in Part II. This is a taxonomy of the measures available to eye-tracking researchers, sorted by type of movement of the eyes and type of analysis. For anyone in the sciences considering conducting research involving eye-tracking, this book will be an essential reference work.

Eye Tracking For Visual Marketing

Author : Michel Wedel
ISBN : 9781601981547
Genre : Business & Economics
File Size : 46. 10 MB
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Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.

Eye Tracking Methodology Theory And Practice

Author : Andrew Duchowski
ISBN : 9781447137504
Genre : Computers
File Size : 25. 68 MB
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The first book to provide an in-depth introduction to this topic and to offer instruction on how to set up and operate a system of this type. This book is divided in 3 parts, the first of which covers the relevant background information, including an introduction to the human visual system and key issues in visual perception and eye movement. The second part surveys eye tracking devices and gives a detailed introduction to the technical requirements for installing a system and developing an application program. The final part looks at potential application in areas such as human factors, collaborative systems, virtual reality, and marketing/advertising.

Eye Tracking In User Experience Design

Author : Jennifer Romano Bergstrom
ISBN : 9780124167094
Genre : Computers
File Size : 47. 90 MB
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Eye Tracking for User Experience Design explores the many applications of eye tracking to better understand how users view and interact with technology. Ten leading experts in eye tracking discuss how they have taken advantage of this new technology to understand, design, and evaluate user experience. Real-world stories are included from these experts who have used eye tracking during the design and development of products ranging from information websites to immersive games. They also explore recent advances in the technology which tracks how users interact with mobile devices, large-screen displays and video game consoles. Methods for combining eye tracking with other research techniques for a more holistic understanding of the user experience are discussed. This is an invaluable resource to those who want to learn how eye tracking can be used to better understand and design for their users. Includes highly relevant examples and information for those who perform user research and design interactive experiences Written by numerous experts in user experience and eye tracking. Highly relevant to anyone interested in eye tracking & UX design Features contemporary eye tracking research emphasizing the latest uses of eye tracking technology in the user experience industry.

Current Trends In Eye Tracking Research

Author : Mike Horsley
ISBN : 9783319028682
Genre : Education
File Size : 25. 31 MB
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Our eye movements in response to visual stimuli reveal much about how we experience the world. Focusing on the latest developments in the multidisciplinary field of eye tracking research, this volume ranges across a wide spectrum of research applications, with four sections covering the plethora of practical uses to which our expanding knowledge can be put. They offer abundant evidence that eye tracking research and its methodologies offer new ways of collecting data, framing research questions, and thinking about how we view our world. As a result, we are discovering more about how the visual system works, as well as how it interacts with attention, cognition, and behaviour. Current Trends in Eye Tracking Research presents the work of more than 50 researchers and academics, showcasing groundbreaking studies and innovative ways of applying eye tracking technologies to interesting research problems. The book covers the current output of a number of pioneering research laboratories, detailing their work on eye tracking and the visual system, alignment and EEG data, marketing and social applications, and eye tracking in education. Featuring creative uses of existing technology as well as inventive implementation of new technology in a range of research contexts and disciplines, this new publication is compelling proof of the growing importance of this exciting and fast-moving area of scientific endeavor.

Gaze Interaction And Applications Of Eye Tracking Advances In Assistive Technologies

Author : Majaranta, Päivi
ISBN : 9781613500996
Genre : Computers
File Size : 47. 1 MB
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Recent advances in eye tracking technology will allow for a proliferation of new applications. Improvements in interactive methods using eye movement and gaze control could result in faster and more efficient human computer interfaces, benefitting users with and without disabilities. Gaze Interaction and Applications of Eye Tracking: Advances in Assistive Technologies focuses on interactive communication and control tools based on gaze tracking, including eye typing, computer control, and gaming, with special attention to assistive technologies. For researchers and practitioners interested in the applied use of gaze tracking, the book offers instructions for building a basic eye tracker from off-the-shelf components, gives practical hints on building interactive applications, presents smooth and efficient interaction techniques, and summarizes the results of effective research on cutting edge gaze interaction applications.

Eye Tracking And Multidisciplinary Studies On Translation

Author : Callum Walker
ISBN : 9789027263322
Genre : Language Arts & Disciplines
File Size : 61. 73 MB
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Through cohesive yet wide-ranging contributions focused on the rapidly growing area of eye tracking in Translation Studies, this volume provides readers with an insightful cross-section of the state of the art in this multidisciplinary field. Showcasing the great potential and challenges of this still nascent paradigm, it offers novel, practical methods and approaches to conduct ambitious, experimental studies. Through a variety of methodologically-oriented chapters and case studies, categorised into three key areas – ‘Method’, ‘Process’ and ‘Product’ –, the book presents some of the most up-to-date eye-tracking methods and results in Translation Studies, including experiment design, statistical and analytical approaches, the translation process, audience and reader response, and audiovisual translation. The reproducible research protocols, re-iterative approaches and ambitious triangulations of data included in this volume seek to inspire new research using eye tracking in Translation Studies by providing the necessary methodological support and ideas for new avenues of inquiry.

Seeing Into Screens

Author : Tessa Dwyer
ISBN : 9781501329005
Genre : Performing Arts
File Size : 71. 85 MB
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Seeing into Screens: Eye Tracking and the Moving Image is the first dedicated anthology that explores vision and perception as it materializes as viewers watch screen content. While nearly all moving image research either 'imagines' how its audience responds to the screen, or focuses upon external responses, this collection utilizes the data produced from eye tracking technology to assess seeing and knowing, gazing and perceiving. The editors divide their collection into the following four sections: eye tracking performance, which addresses the ways viewers respond to screen genre, actor and star, auteur, and cinematography; eye tracking aesthetics which explores the way viewers gaze upon colour, light, movement, and space; eye tracking inscription, which examines the way the viewer responds to subtitles, translation, and written information found in the screen world; and eye tracking augmentation which examines the role of simulation, mediation, and technological intervention in the way viewers engage with screen content. At a time when the nature of viewing the screen is extending and diversifying across different platforms and exhibitions, Seeing into Screens is a timely exploration of how viewers watch the screen.

The Eyes Have It Using Eye Tracking To Inform Information Processing Strategies In Multi Attributes Choices

Author :
ISBN : OCLC:1051343151
Genre :
File Size : 29. 88 MB
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Abstract: Although choice experiments (CEs) are widely applied in economics to study choice behaviour, understanding of how individuals process attribute information remains limited. We show how eye‐tracking methods can provide insight into how decisions are made. Participants completed a CE, while their eye movements were recorded. Results show that although the information presented guided participants' decisions, there were also several processing biases at work. Evidence was found of (a) top‐to‐bottom, (b) left‐to‐right, and (c) first‐to‐last order biases. Experimental factors—whether attributes are defined as "best" or "worst, " choice task complexity, and attribute ordering—also influence information processing. How individuals visually process attribute information was shown to be related to their choices. Implications for the design and analysis of CEs and future research are discussed.

Eye Tracking Processes And Styles In Sight Translation

Author : Wenchao Su
ISBN : 9789811556753
Genre : Language Arts & Disciplines
File Size : 48. 30 MB
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This book presents new research on sight translation using cutting-edge eye-tracking technology. It covers various aspects of sight translation processes of both novice and professional interpreters, such as their textual processing behaviors, problem-solving patterns and reading-speech coordination. By focusing on the features of their gaze behaviors, the book describes the interpreters' processing behaviors and categorizes them into different processing styles. As one of the first books on sight translation employing an eye-tracking technique as the research method, it offers a valuable reference guide for future eye-tracking-based translation and interpreting research.

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