1. Scott Hodgins, DirectorAcuity ETS Limited, UKConcepts, Technologies, Methodologies

2. Eyetracking 3.0According to a recent study from Harvard90-95% of behavior isunconscious. 3. Eyetracking 3.0Tor Norretranders: The User Illusioncog. Input 11,000,000 b/scog. Output 100,000 b/s 4. Cognitive Bandwidth: Sensory Informationsighttouch hearing/smell 1250 MB/s 125 MB/s 12.5 MB/s taste 5. Interpreting Information: The Memory Sensory Memory Limit thought to be around 12 items, which fades after200-500ms. Sensory memory cannot be prolonged via rehearsal. Long Term MemoryMemories built on experience, lifelong exposure, learning and so on. Brand recognition and ability to complete processes are related to our long term memoryShort Term MemoryUsually thought to be around 4 -5 items of varying complexity depending on ability, can be improved bytraining and is often relied upon in Think Aloud testing 6. Technology harnessedNew technologies 7. we can eyetrack (almost)anything 8. Tobii T Series 9. Tobii T Series: Web Usability 10. Tobii X Series 11. Tobii X Series: CiiC Brazil 12. Tobii Glasses 13. What does it do?Dark Pupil Response Bright Pupil ResponseTo the leftis the resultof dark pupil trackingon a Hispanicor To the leftis the resultof bright pupil trackingon a HispanicCaucasianeye,to the right isan Asianeye.orCaucasianeye,to the rightis an Asianeye. 14. What do we see?Fixations SaccadesFixations vary from about 100-600ms The average length of a saccade is 20-40msThe majority of information about a scene Vision is (mostly)suppressed during a saccade is acquired during fixations Regressive saccades can reveal confusion orproblems with understandingThe length of a fixation is usually an indication of cognitive processingThe dwell time, or length of a fixation varies depending on the type of stimuli and our familiarity with its contentLots of short sporadic fixations can illustrate confusion, random searching or a lack of content deemed interesting or useful 15. What does it mean? Reading The participant reads a familiar phrase Understanding The participant clears up the confusion Associating The participant has the option to learn 16. Outputs: Visualisations 17. Eyetracking 3.0Walter Bagehot (1826-1881)Lies, Damned Lies & Statistics 18. Why Methodologies Are ImportantWhich actor is more attractive? 19. Why Methodologies Are ImportantI am sure the ladies will disagree! 20. Why Methodologies Are Important 21. Why Eye Tracking And Think Aloud Dont Mix With a think aloud protocol dwelltimes are increased. We are programmed to pleasepeople during questioning. Until asked about the advertsthere was no interaction. Not natural behaviour as youdont do this normally. With retrospective protocols thedwell times are reduced. Behaviour is more natural. Users act on task rather thantrying to please the moderator. With all testing context is vial. 22. Personas and Testing EnvironmentEyetracking is Non-invasive, however, this massive advantage tostudies is often negated by forcing people to be someone they arent! The same thing can apply to test environments and test set-ups.UnnaturalNatural Talk aloud protocolTest at home Never bought / have no Keep it relevantinterestImagine you are...Use your own moneyBe yourself with your ownI want you to be... family and interests 23. Eyetracking 3.0Thank you.