Gaze Path Research Articles

Dynamic text presentation in print interpreting – An eye movement study of reading behaviour

Print interpreting supports people with a hearing disability by giving them access to spoken language. In print interpreting, the interpreter types the spoken text in real time for the hard-of-hearing client to read. This results in dynamic text presentation. An eye movement study was conducted to compare two types of dynamic text presentation formats in print interpreting: letter-by-letter and word-by-word. Gaze path analysis with 20 hearing participants showed different types of reading behaviour during reading of two pieces of text in these two presentation formats. Our analysis revealed that the text presentation format has a significant effect on reading behaviour. Rereading and regressions occurred significantly more often with the word-by-word format than with the letter-by-letter format. We also found a significant difference between the number of regressions starting at the words that end a sentence and that of regressions starting at all other words. The frequency of rereading was significantly higher for incorrectly typed or abbreviated words than for the other words. Analysis of the post-test questionnaire found almost equal acceptance of the word-by-word and letter-by-letter formats by the participants. A follow-up study with 18 hard-of-hearing participants showed a similar trend in results. The findings of this study highlight the importance of developing print interpreting tools that allow the interpreter and the client to choose the options that best facilitate the communication. They also bring up the need to develop new eye movement metrics for analysing the reading of dynamic text, and provide first results on a new dynamic presentation context.

The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study

The purpose of this study is to explore the emergence of ad banner blindness in the viewing of e-commerce home pages. Building on the literature on inattention blindness and banner blindness, this article assessed the gaze path of users in goal-directed and free-viewing tasks when viewing pages with advertising banners on the right side of the page and on the top of the page above the main navigation menu. The hypotheses are tested using an analysis of variance. Using an eye-tracking methodology, the results identify significant differences in visual attention for banner ad location and for task type. Banner blindness is strongest for advertising banners on the right side of the page and for goal-directed tasks. Neither participants’ ratings of page visual appeal or of page familiarity could explain the findings. The study contributes to the existing literature by resolving some of the cognitive factors that lead to banner blindness and supplementing previous research that focused on relevant perceptual factors.

주시빈도를 적용한 패션숍 파사드 이미지 분석

This study uses a fashion shop facade design to track human gaze, find gaze frequency for gaze time for the gaze points along the path of sight, and expose the importance of facade design and figure out the value through theoretical systematization. Thus, this study employed the measurement method in physiological psychology which is sight-tracking device with eye-tracking to perform effective data evaluation. To find gaze frequency and study the contents to reflect on the facade, precedent study review, and case study of facade design to collect stimulants to be used in eye-tracking experiment were executed. And the eye-tracking experiment which traces the movement of eye[pupil] was performed. As the result of analyzing gaze frequency, The characteristics of such gaze path formation made the characteristics for gaze frequency even clearer. What was characteristic in the analysis result according to 'average value for gaze time' was that only 8 out of 2000 areas showed over 1 second of frequency and, and all other shoed less than 1 second of gaze time. This indicates that human sight endlessly jumps around, and that it 'Stay' where it has interest. This study found the average of the frequency of this 'Stay' in facade design. This study well presents the major points to add value to the design of the space of facade based on scientific measurement/analysis data obtained through visual understanding. Through such, this study is thought to be able to have a positive interaction with marketing by forming a theoretical background bringing utility to purchase environment and assisting in sales increase.

The Impact of Advertising Location and User Task on The Emergence of Banner Ad Blindness

The purpose of this study was to explore the emergence of ad banner blindness in the viewing of ecommerce home pages. By using an eye-tracking methodology, the study supported a more granular analysis of user behavior. Building on the literature on inattention blindness and banner blindness, we assess the gaze path of users in goal-directed and free-viewing tasks when viewing pages with advertising banners on the right side of the page or on the top of the page above the main navigation menu. The results support existing literature that banner blindness is strongest for advertising banners on the right side of the page and for goal-directed tasks. The eye-tracking results provide new insight into the cognitive principles underlying these differences.

A Pilot Study on Using Eye Tracking to Understand Assessment of Surgical Outcomes from Clinical Photography

Appearance changes resulting from breast cancer treatment impact the quality of life of breast cancer survivors, but current approaches to evaluating breast characteristics are very limited. It is challenging, even for experienced plastic surgeons, to describe how different aspects of breast morphology impact overall assessment of esthetics. Moreover, it is difficult to describe what they are looking for in a manner that facilitates quantification. The goal of this study is to assess the potential of using eye-tracking technology to understand how plastic surgeons assess breast morphology by recording their gaze path while they rate physical characteristics of the breasts, e.g., symmetry, based on clinical photographs. In this study, dwell time, transition frequency, dwell sequence conditional probabilities, and dwell sequence joint probabilities were analyzed across photographic poses and three observers. Dwell-time analysis showed that all three surgeons spent the majority of their time on the anterior-posterior (AP) views. Similarly, transition frequency analysis between regions showed that there were substantially more transitions between the breast regions in the AP view, relative to the number of transitions between other views. The results of both the conditional and joint probability analyses between the breast regions showed that the highest probabilities of transitions were observed between the breast regions in the AP view (APRB, APLB) followed by the oblique views and the lateral views to complete evaluation of breast surgical outcomes.

The structure of fixational eye movements during straight gaze path

The structure of fixational eye movements during straight gaze path

The structure of fixational eye movements during turning gaze path

The structure of fixational eye movements during turning gaze path

Gaze Path Stimulation in Retrospective Think-Aloud

For a long time, eye tracking has been thought of as a promising method for usability testing. During the last couple of years, eye tracking has finally started to live up to these expectations, at least in terms of its use in usability laboratories. We know that the user’s gaze path can reveal usability issues that would otherwise go unnoticed, but a common understanding of how best to make use of eye movement data has not been reached. Many usability practitioners seem to have intuitively started to use gaze path replays to stimulate recall for retrospective walk through of the usability test. We review the research on thinkaloud protocols in usability testing and the use of eye tracking in the context of usability evaluation. We also report our own experiment in which we compared the standard, concurrent think-aloud method with the gaze path stimulated retrospective think-aloud method. Our results suggest that the gaze path stimulated retrospective think-aloud method produces more verbal data, and that the data are more informative and of better quality as the drawbacks of concurrent think-aloud have been avoided.

Highly Flexible Software for Gaze Path Analysis and Visualization

The growing interest in using eye-movements for human-computer interaction has also increased the need for tools to investigate and analyze the behavior of human eyes. Nowadays, there are many commercial and academic products available for researchers in this field and the quality and accuracy of eye-tracking devices are constantly increasing. Despite the numerous methods developed for analyzing and visualizing gaze paths, however, no universal tools are available yet to accomplish this. To fill in this gap, we developed iComponent – a software product with a highly flexible architecture for easy development of interchangeable plug-in modules to support various eye-tracking devices and experimental software. iComponent has four types of 2D visualizations of gaze data and one type of 1D visualization. The 2D visualizations are superimposed on the stimulus seen by the user during a session. Three of the visualizations are capable of showing several subjects’ gaze paths simultaneously. Ill. 15, bibl. 5 (in English; summaries in English, Russian and Lithuanian).