Analiza obszarów zainteresowania w oparciu o badania eyetrackingowe na przykładzie produktów marek własnych i producenckich

Garczarek-Bąk, Urszula; Disterheft, Aneta

doi:10.15611/pn.2018.525.18

Cited by 1 publication

(1 citation statement)

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“…Fixation measurement indicators include: • the number and distribution of fixations (which could represent the individual's engagement with the stimuli); • total fixation time in a specific area and the fixation time per unit area of the visual object (Bylinskii & Borkin, 2015); • first fixation duration and time to the first fixation (which help determine how long it takes the consumer to recognise a specific element); • average fixation duration (calculated as the total time divided by the number of fixations); • revisits-they are observed when the gaze returns to the location where the fixation previously occurred (Garczarek-Bąk & Disterheft, 2018;Tullis & Albert, 2013); • diversity of fixations-the number of points for which the fixation was observed; • inter-element fixations-the number of instances when fixations are attributed to various elements (Bylinskii & Borkin, 2015); • dwell time-the total time of all fixations and saccades (Garczarek-Bąk & Disterheft, 2018). Saccade measurement indicators include: • number of saccades; • saccade duration.…”

Section: What Can Be Examined Using Eye-trackingmentioning

confidence: 99%

Eye-tracking research

Białowąs¹,

Szyszka²

2021

Experimental Design and Biometric Research. Toward Innovations

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Eye movements provide information on subconscious reactions in response to stimuli and are a reflection of attention and focus. With regard to visual activity, four types of eye movements—fixations, saccades, smooth pursuits and blinks—can be distinguished. Fixations—the number and distribution, total fixation time or average fixation duration are among the most common measures. The capabilities of this research method also allow the determination of scanpaths that track gaze on the image as well as heat- and focus maps, which visually represent points of gaze focus. A key concept in eye-tracking that allows for more in-depth analysis is areas of interest (AOI)—measures can then be taken for selected parts of the visual stimulus. On the other hand, the area of gaze outside the scope of analysis is called white space. The software allows for comparisons of static and non-static stimuli and provides a choice of template, dataset, metrics or data format. In conducting eye-tracking research, proper calibration is crucial, which means that the participant’s gaze should be adjusted to the internal model of the eye-tracking software. In addition, attention should be paid to such aspects as time and spatial control. The exposure time for each participant should be identical. The testing space should be well-lit and at a comfortable temperature.

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