Abstract
Designers of visual communication material want their material to attract and retain attention. In marketing research, heat maps, dwell time, and time to AOI first hit are often used as evaluation parameters. Here we present two additional measures (1) “scan path entropy” to quantify gaze guidance and (2) the “arrow plot” to visualize the average scan path. Both are based on string representations of scan paths. The latter also incorporates transition matrices and time required for 50% of the observers to first hit AOIs (T50). The new measures were tested in an eye tracking study (48 observers, 39 advertisements). Scan path entropy is a sensible measure for gaze guidance and the new visualization method reveals aspects of the average scan path and gives a better indication in what order global scanning takes place.
Highlights
Marketing research companies use eye trackers to give layout advice to enhance advertisements (Pieters and Wedel, 2004; Pieters et al, 2007)
In this study we suggest two quantitative measures combined with a visualization method to reveal properties of average scanning behavior
What to measure and how to test eye movement behavior with the new quantitative measures? In case of ad enhancement we suggest to build a database from quantitative eye tracking measures (including T50, entropy and transition matrices)
Summary
Marketing research companies use eye trackers to give layout advice to enhance advertisements (Pieters and Wedel, 2004; Pieters et al, 2007). This can be done, for example, by comparing gaze behavior on (slightly) different designs. Despite the benefits of heat maps to visualize eye movements, it is desirable to have a method to show more of the average scanning behavior of the whole population of observers. Is it possible to visualize the average scan path? The measure for the spatial aspects of scanning, scan path entropy, is new
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