Tobii EyetrackingCapabilities Presentation

Dr. Lance PorterLouisiana State University

Tobii X2-60 Eye Trackers

Allows researchers to track eye movement on a computer monitor in a natural setting

Analyzes behavioral images transforming them into quantifiable data

Non-obtrusively measure participant responses to visual stimuli including:• Commercials• Movies• Websites• Print advertisements• Computer games• Product packaging • Any combination

Tobii T60 Eye Trackers

Allows researchers to track eye movement on a computer monitor in a natural setting

Analyzes behavioral images transforming them into quantifiable data

Non-obtrusively measure participant responses to visual stimuli including:• Web and software usability studies of

mobile interfaces and devices• Computer games• Interactive television• Commercials• Movies• Any combination

How Does It Work?

How It WorksInstructions

Tobii

ExampleImmediate Replay

What is measured?

Awareness

Interest

Intent

Fixation: The coordinated positioning and focusing of the eyes on an object

Fixation Duration: Duration of each individual fixation within an AOI

Visit Duration: Duration of each AOI observation

Gaze duration: The cumulative duration of a series of fixations on an AOI

Visit Duration: Duration of each individual visit within an AOI or AOI Group

Mouse clicks, keystrokes, taps, etc.

Areas of Interest: An area of a design that is of interest to the researcher

AOI Groups

AOI Screen Shot

Data Output

Visualization

Visual Maps

Heat Map Gaze Plot

Visual Maps

Heatmap Overlay on AOIs

Visual Maps

Gaze Opacity

Animated Heat Maps

Bee Swarm

Gaze Opacity

Gaze Opacity

Heat Map

Cluster

Tables based on AOIs

• Time to First Fixation• Fixation Count• Fixation Length• Fixations Before• Observation Count• Observation Length• Participant %

Also- SPSS exportable data and filtering ability with demographic information

Primar

y Im

age

Headl

ine

Featu

red

Subm

enu

Lates

t New

s

Men

u 1

728

x 90

2the

advo

cate

300

x 250

300

x 250

2

Wea

ther

Spotli

ght

Searc

h

Socia

l Net

works

Skysc

rape

r0

5

10

15

20

25

30

35

40

45

50

Time to First Fixation: The Advocate

Seconds

Decisions/Questions?Number of subjects?

Tasks?Demos/psychographics?

Length of session?Timeframe?

Questions/Metrics?