Eye Tracking Made Easy: Show Where People Are REALLY looking

The what and why's of using Eye tracking and how it could benefit you, your project, your client or your students. This project deals exclusively with Tobii eye tracking software, but is 100% unofficial.

This lecture shows some of the adapted examples I've worked on from web to book design, to hopefully spark some ideas as to how you might use eye tracking to enhance your project.

This brief section discusses some equipment considerations you may wish to think about before running your experiments.

The end of part one! This section briefly summarises the key takeaways for eye tracking, its benefits and limitations and asks what did you see from the beginning?

Here I recommend you take a breather and reflect on my suggested task. WHY are you thinking of using eye tracking?

I suggest having a break now from the course before moving onto part 2.

The longest lecture, but packed with very useful things to think about when designing and planning your experiment. It's not just about sitting people in front of laptops!

This is the biggest section and potentially the most useful. I share my insider tips and ideas of how to analyse eye tracking data. But please remember I am not a Tobii employee and my advice is relative to my experience for marketing projects. Generally video and still images are quicker and easier to analyse than web and mobile.

Here we have Video heatmaps. Generally video testing is the quicker out of the possible media to measure in eye tracking.

Next we have Video Areas Of Interest with step by step instructions.

And finally we have a brief guide on how to setup a mobile emulator to then be measured via the same steps as Web (if participants are moving) or video (if just screening the exact same video on the mobile screen). It's a bit tricky to show the traditional mobile steps currently as it involves additional assisted mapping per participant, which can be time consuming.

You might be satisfied just using eye tracking. But generally it adds extra rigour if you also add in a quick survey to further prove to impact (or not) of the stimulus you have been testing.

I am not an expert statistician, but this section suggests some statistical measures and synthesis to consider that will enhance your findings.