Читать книгу Eye Tracking the User Experience - Aga Bojko - Страница 6
CONTENTS
ОглавлениеEye Tracking: What’s All the Hoopla?
Why Should You Care Where People Look?
Why Do People Look at What They Look At?
To Track or Not to Track
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
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
Time to Roll Up the Sleeves
Identifying Research Questions
Preparing Stimuli for Eye Tracking
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
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?
Advantages of Targeted Probing
Eye Tracking Measures
There Are More Eye Tracking Measures Than You May Think
Interpretation Depends on Goals and Stimuli
No Participants, No Study
Recruiting Trackable Participants
So, How Many Participants Do I Really Need?
Sample Size for Formative Studies
Sample Size for Summative Studies
It’s Tracking Time!
Participants’ Awareness of Being Eye Tracked
PART IV: ANALYSIS AND REPORTING
Data Extraction and Preparation
Drawing Areas of Interest (AOIs)
Extracting Measures and Exporting Data
Eye Tracking Data Visualizations
Classification of Visualizations
Qualitative Data Analysis
Visualizations for Qualitative Analysis
No Hard-and-Fast Rules, Sorry!
Target Search Analysis Framework
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
Quantitative Data Analysis
Fun with Inferential Statistics
Structuring the Report to Tell a Story
