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How to Use This Book

Frequently Asked Questions

Foreword

PART I: WHY EYE TRACKING?

CHAPTER 1

Eye Tracking: What’s All the Hoopla?

What Is Eye Tracking, Anyway?

Why Do the Eyes Move?

How Do the Eyes Move?

Why Should You Care Where People Look?

Why Do People Look at What They Look At?

Applications for Eye Tracking

Tool or Method?

Summary

CHAPTER 2

To Track or Not to Track

The Three Questions

Actionable Eye Tracking

Qualitative Insight: Detecting and Explaining Usability Issues

Quantitative Insight: Measuring Differences

In Search of the Simplest Solution

Using Eye Tracking to Gain Stakeholders’ Buy-In

Summary

PART II: STUDY PREPARATION

CHAPTER 3

Eye Trackers and Other Necessary Resources

Not All Eye Trackers Are Created Equal

Technical Specs You’d Probably Rather Not Know About

Why, in the End, Specs Don’t Matter So Much

Do Your Homework

Other Necessary Resources

Outsourcing

Summary

CHAPTER 4

Time to Roll Up the Sleeves

Identifying Research Questions

Preparing Stimuli for Eye Tracking

Presenting Stimuli

Creating Tasks

Administering Tasks

Summary

CHAPTER 5

Combining Eye Tracking with Other Methods

Eye Tracking Can’t Answer All Questions...

...But It Helps Interpret Non-Eye Tracking Findings

Other Data Help Interpret and Qualify Eye Tracking Findings

Collecting Other Data in Eye Tracking Studies

Summary

CHAPTER 6

Verbal Protocols and Eye Tracking

Concurrent vs. Retrospective Verbal Protocol

Which Protocol to Use with Eye Tracking?

Memory Cues to Help with Retrospection

How Good Is the Gaze-Cued Retrospective Verbal Protocol?

Targeted Probing Techniques

Advantages of Targeted Probing

Summary

CHAPTER 7

Eye Tracking Measures

There Are More Eye Tracking Measures Than You May Think

Interpretation Depends on Goals and Stimuli

Types of Measures

Measures of Attraction

Measures of Performance

Less Is More

Summary

CHAPTER 8

No Participants, No Study

Recruiting Trackable Participants

The Myth of 30 Participants

So, How Many Participants Do I Really Need?

Sample Size for Formative Studies

Sample Size for Summative Studies

Practically Speaking

Summary

PART III: DATA COLLECTION

CHAPTER 9

It’s Tracking Time!

Lab Setup

Pilot Testing

Participants’ Awareness of Being Eye Tracked

Eye Camera Setup

Calibration

Practice Tasks

Active Live Viewing

Logging Unusual Events

Instructions for Observers

Summary

PART IV: ANALYSIS AND REPORTING

CHAPTER 10

Data Extraction and Preparation

Setting Fixation Criteria

Drawing Areas of Interest (AOIs)

Extracting Measures and Exporting Data

Cleansing Data

Don’t Jump the Gun

Summary

CHAPTER 11

Eye Tracking Data Visualizations

Classification of Visualizations

Gaze Plots / Scanpaths

Gaze Videos

Bee Swarms

Heatmaps and Focus Maps

Dynamic Heatmaps

Summary

CHAPTER 12

Qualitative Data Analysis

Visualizations for Qualitative Analysis

No Hard-and-Fast Rules, Sorry!

Target Search Analysis Framework

Step 1: Define Success

Step 2: Determine the Search Outcome

Step 3: Analyze Failures to Explain Why They Happened

Step 4: Analyze Successes to Detect Potential Issues

What About More Open-Ended Tasks?

Qualitative Analysis of Comprehension Tasks

Summary

CHAPTER 13

Quantitative Data Analysis

Select Measures Early

Compare, Compare, Compare

Fun with Inferential Statistics

Graphing the Data

Painting a Picture

Describing the Findings

Structuring the Report to Tell a Story

Unrealized Potential of Quantitative Eye Tracking

Summary

Index

Figure Credits

Acknowledgments

About the Author