lecture8.眼動儀在用戶體驗中應(yīng)用the use of eye-tracking techniques

TheUseofEye-Tracking

LectureCopyrightheldbyJiboHe@PKU,UESEO,

WichitaStateUniversity大學(xué)助理教授;仁和投資公司投2Part1.AnIntroductiontoEye2Part2.HowDoesanEyeTrackerPart3.AnIntroductiontotheTobiiEyePart4.Cloud-basedCopyrightheldbyJiboHe@PKU,UESEO, 3 3PartPart1.AnIntroductiontoEyeCopyrightheldbyJiboHe@PKU,UESEO, BrandsBrandsofEye-4SR4ArringtonSeeingTypesTypesofEye-55TypesTypesofEye-66TypesTypesofEye-7Glass-shapeeye-7OculumotorResearchandSmoothPursuitLifeSpan(ChildDevelopment/Aging)Patient-BasedResearchGazeContingentandGazeControlParadigmsUsabilityandAppliedResearchNon-HumanPrimateResearchPsychologyPsychologyPsychologyandphysiologicalexperiments,suchStudiesofautism,ADHD,GeneralpsychologicalresponseInfantReadingStudiesofocular-motorbehaviorandvisionLeft:normalUserUserexperienceandusabilityUsabilityandHCIresearchHandheldComputer…Eye-trackingEye-trackingin MarketAdvertisingDesignTestingonavarietyofmedia:TVPrintInstreetWebProduct SocanEyeTrackingthenreallybeappliedtoAdvertisingandtheDimensionofAdvertisingeffectiveness?YES-WeSocanEyeTrackingthenreallybeappliedtoAdvertisingandtheDimensionofAdvertisingeffectiveness?Printadvertisementsisaffirmedbyseveralstudies(e.g.,JaniszewskiandWarlop;Krugmanetal.;Lohse;Pietersetal.;WedelandPieters;Rosbergenetal.andmanymore...Awareness=>YESInterest=>Retention= TheAIDAWhyEyeTrackingmattersalsoforWhenaskingrespondentswhattheythinkofanadyou’reaskingthemtorationallydescribetheirfeelingsandemotions.IthaslittletodowithwhatactuallydrivesVerbalresponseisarathercrudewayofmeasuringemotionormotivationPACTPACTPRINCIPLESOFAgoodpre-testingsystemisbasedonamodelofhumanresponsetocommunicationthereceptionofathecomprehensionofthetheresponsetotheEyeTrackingcanbeappliedtoallthreeofWhatcanweseefromEyeTrackingYoumightbetoldwhatarespondentlikesbutEyeTrackingrevealsexactlywhattheylookedatwhentheydecidedtolikeordislikeyourmessage.HowdopeopleviewanadafterHowdopeopleviewanadwhentheyhavebeenexposedtothenacrossothermedia?MeasureFacialExpressionsandFACSstandsforFacialActionCodingSystemandisadetaileddescriptionforfacialbehaviorandisascientific,globallyapplicablemethodoffacialcodingwhichallowsresearcherstomeasurehowconsumersfeeltheirfeelingsby fyingfacialmuscleactivity-asexplainedin Gladwell’sbestsellingBlink.DanHillofSensoryLogiccodifiedhisfindingintoFACSProgramming SRResearchExperimentPythonDuchowski,A.(2007).Eyetrackingmethodology:Theoryandpractice(Vol.373).SpringerScience&BusinessMedia. PartPart2.HowDoesanEyeTrackerCopyrightheldbyJiboHe@PKU,UESEO, HowHowDoesanEye-Trackerhead-mountedeye-FaceEyePupilFixationFaceEyePupilFixationFaceFaceHaar-likefeatureFaceFaceHaar-likefeature

Marker-basedfaceEyeEyeHaar-likefeature

PupilStarburstInput:Eyeimage,SceneOutput:PointofNoiseDetectthecornealLocalizethecornealRemovethecorneal

CornealIterativedetectionofcandidatefeatureApplyRANSACtofeaturepointconsensusDeterminebest-fittingellipseusingconsensusModel-basedoptimizationofellipseApplycalibrationtoestimatepointofPupilStarburstInput:Eyeimage,SceneOutput:PointofNoiseDetectthecornealLocalizethecornealRemovethecornealIterativedetectionofcandidatefeatureApplyRANSACtofeaturepointconsensusDeterminebest-fittingellipseusingconsensusModel-basedoptimizationofellipseApplycalibrationtoestimatepointofCalibrationGridgivesideaofqualityoftheunderlyingpredictiveGood PoorCheckingaccuracyleveloftheFixation Afixationisoftenlongerthan100msanddisperseslessthan1degree.Theangularvelocityofgazeangledurationafixationisslow.FixationFixationHardware Kowalik,M.(2010).Howtobuildlowcosteyetrackingglassesforheadmountedsystem.ThePavlas,D.,Lum,H.,&Salas,E.(2012).Howtobuildalow-costeye-trackingsystem.ErgonomicsinDesign:TheQuarterlyofHumanFactorsApplications,20(1),18-23. Software Salvucci,D.D.,&Goldberg,J.H.(2000,November).Identifyingfixationsandsaccadesineye-trackingprotocols.InProceedingsofthe2000symposiumonEyetrackingresearch&applications(pp.71-78).ACM.Sogo,H.(2013).GazeParser:anopen-sourceandmultiplatformlibraryforlow-costeyetrackingandysis.Behaviorresearchmethods,45(3),684-695.He,J.,Roberson,S.,Fields,B.,Peng,J.,Cielocha,S.,&Coltea,J.(2013).Fatiguedetectionusingsmartphones.JournalofPartPart3.AnIntroductiontoCopyrightheldbyJiboHe@PKU,UESEO, WhyEye Whatcanwelearnfromeye EyeTracking HowandinwhichareasisTobiiEyeTrackingused Howcanitbeappliedfor Atypeof TobiiForSight–aPay-per-useFromFrombeingVERYintrusiveandcomplicated...(examplesofotherEyeTrackersusedeventoday!Tobii:ingVERYSimpleand(Andalsowithaverymodern,sleekandniceTobiimade-EyeTrackingalmostaseasyasTypicalfeaturesoftheTobiiEyePlug&PlayEyeQuickandEasytoAllowsforlargeheadAllofthisWithoutcompromisingonHighQualityTrackingand Foundedin2001withHQBasedinStockholm, OfficesalsointheUS(VirginiaD.C),Germany(Frankfurt)andNorway Earlyfocusonrealproducts–simplytouseandwithhighquality….Whichhas TobiitheWorldLeaderinsolutionsforEyeTrackingandEyeControl

Firstsold

ofTobii1750

FirstAssistiveTechGermanoffice,TobiiGmbHProductlaunchT60,T120andX120&TobiiNewlyNewlyLaunchedEyeTrackersfrom CurrentMarketScientific?Psychologyand????Computer?

Commercial?UserExperience?Marketing??Consumer?PackagingDeisgn

AssistiveEyecontrolforwith

Customized?OEM?Customhardware? ysis?EyecontrolapplicationEyeTrackingisApplicableinmanydifferentAreasandTobiiisleadingthewayandwillcontinuetodosoMarketPsychologyandvisionresearch

EyecontrolinconsumercomputersDrivermonitoringandinteractioninvehiclesHomecomputerEyecontrolforuserswithmouseArcadecomputergamesCAD,Call-centersandotherprosumerapplicationsAdvanceduserinterfacesinmedical,militaryandindustryDiagnosticsinvision,neurologyandcognitionMarketEyecontrolfordisabledUsabilitytestingTime/decreasingpriceUnderlyingCornealreflectionsystem,basicoperatingTobiieyetrackersusenearinfrareddiodestogeneratereflectionpatternsonthecorneasoftheeyesoftheuser.Thesereflectionpatterns,togetherwithothervisualinformationaboutthe ,arecollectedbyimagesensors.Togetherwithverysophisticatedimage andmathematicsagazepointonthescreencanbecalculated,i.e.wheretheuseris

CornealTobiiTobiiSeeingitthroughtheeyesoftheHere’sWhatEyeTrackingcanshowyouSeeingitthroughtheeyesoftheFirstwerecordwhereandhowpeoplelookattheAdortheSeeingitthroughtheeyesoftheWecanthenReplaythewaypeoplelookedattheAdinaGazeSeeingitthroughtheeyesofthecapturethesfacialandcombineitwiththeGazeSeeingitthroughtheeyesoftheitthroughHeatEyetrackingresults:Heatmapsshowwhatparticipantsfocuson.Inthisexample,‘hotspots’arethepictureoftheshoes,thecentralentryfieldandthetworight-handtilesThedataofallisaveragedinthisEyetrackingresults:GazeGazeplotsshowthe‘visualpath’ofparticipants.EachbubblerepresentsaThebubblesizedenotesthelengthorintensityoftheSeeingitthroughtheeyesofthelookedattheAdthroughGazeSeeingitthroughtheeyesoftheitthroughSeeingitthroughtheeyesoftheitwiththeBeeSwarmShowswhereeveryonelookedatthesametime!SeeingitthroughtheeyesoftheAutoClusterAreasofAcompleteEyeTrackingOfferingwithaPay-per-UseHandledby

TobiiTobiiMethodologies&

EyetrackingDataHandledbyTobiiForSightForSight:PayperOutputOutputfromtheeye?ANewGenerationofEyeTrackers?Tobii?Tobii?TobiiTobiiT60EyeTwiceasmuchtolerancetoheadTwiceasaccurate(muchimprovedheadmovementanddriftMuchlowerEmbeddedeyetrackerMaster/Slave–enablesmultipleeyetrackerstobeusedIntegratedusercameraandNewDoeyetrackingevenmorenon-TrackwithmorereliabilityandprecisionwhereusersareReducecomplexityofcompletelabTobiiT60Eye

Usercamerabuilt-intoTobiiT120EyeSimilartoTobiiT60EyeTwiceasfast-120hzdataRunsinboth60hzand120hzSlightlysmallertolerancetoheadmotionwhenin120hzmodeSlightlymorenoiseintheeyetrackingdatawhenin120hzTobiiX120EyeSameperformanceasTobiiPerformseyetrackingrelativeto(projectionscreens)andphysicalscenesWillbeavailablewithdifferentpackagedShelfTable...andseveralmoreT60,T120andX120 SimpleSimpleandBasicWorkflow–mixingvariousstimuliinonestudyGreatReplayfunctionsandtoolsReplaytoolsToolsandTimeline,EventLogging,SegmentToolsandHighlyImprovedVisualizationGazePlots,HeatMaps,BeeSwarmwithFilteringAnyshapeofAOIswithautomaticStatisticsinTableFormatorNiceRemoteVieweroverEnablesyouStart&stoprecordingsfromViewthescreen,eye,Seetheuser’sgaze-Youcanfollowwhattheuserpaysattentiontoinreal-time.ismarkedbyreddotsandredlines.Acameradisplaystheparticipant,soyoucanseetheirfacialexpressionsandbodyla