1. Scott Hodgins, Director
Acuity ETS Limited, UK
Concepts, Technologies, Methodologies

2. Eyetracking 3.0
According to a recent study from Harvard…
90-95% of behavior is
unconscious.

3. Eyetracking 3.0
Tor Norretranders: The User Illusion
cog. Input 11,000,000 b/s
cog. Output 100,000 b/s

4. Cognitive Bandwidth: Sensory Information
sight
touch
hearing/smell
1250 MB/s 125 MB/s 12.5 MB/s taste

5. Interpreting Information: The Memory
Sensory Memory
Limit thought to be around 12 items, which fades after
200-500ms. Sensory memory cannot be prolonged via
rehearsal.
Long Term Memory
Memories built on experience, lifelong exposure, learning
and so on. Brand recognition and ability to complete
processes are related to our long term memory
Short Term Memory
Usually thought to be around 4 -5 items of varying
complexity depending on ability, can be improved by
‘training’ and is often ‘relied’ upon in Think Aloud testing

6. Technology harnessed
New technologies

7. ”…we can eyetrack (almost)
anything…”

8. Tobii T Series

9. Tobii T Series: Web Usability

10. Tobii X Series

11. Tobii X Series: CiiC Brazil

12. Tobii Glasses

13. What does it do?
Dark Pupil Response Bright Pupil Response
To the leftis the resultof dark pupil trackingon a Hispanicor To the leftis the resultof bright pupil trackingon a Hispanic
Caucasianeye,to the right isan Asianeye. orCaucasianeye,to the rightis an Asianeye.

14. What do we “see”?
Fixations Saccades
•Fixations vary from about 100-600ms • The average length of a saccade is 20-40ms
•The majority of information about a scene • Vision is (mostly)suppressed during a saccade
is acquired during fixations • Regressive saccades can reveal confusion or
problems with understanding
•The length of a fixation is usually an
indication of cognitive processing
•The dwell time, or length of a fixation
varies depending on the type of stimuli
and our familiarity with its content
•Lot’s of short sporadic fixations can
illustrate confusion, random searching or a
lack of content deemed interesting or
useful

15. What does it mean?
Reading
The participant
reads a familiar
phrase
Understanding
The participant
clears up the
confusion
Associating
The participant
has the option to
learn

16. Outputs: Visualisations

17. Eyetracking 3.0
Walter Bagehot (1826-1881)…
Lies, Damned Lies & Statistics

18. Why Methodologies Are Important
Which actor is more attractive?

19. Why Methodologies Are Important
I am sure the ladies will disagree!

20. Why Methodologies Are Important

21. Why Eye Tracking And Think Aloud Don’t Mix
• With a think aloud protocol dwell
times are increased.
• We are programmed to ‘please’
people during questioning.
• Until asked about the adverts
there was no interaction.
• Not natural behaviour as you
don’t do this normally.
• With retrospective protocols the
dwell times are reduced.
• Behaviour is more natural.
• Users act on task rather than
trying to ‘please’ the moderator.
• With all testing – context is vial.

22. Personas and Testing Environment
•Eyetracking is Non-invasive, however, this massive advantage to
studies is often negated by forcing people to be someone they aren’t!
• The same thing can apply to test environments and test set-ups.
Unnatural Natural
Talk aloud protocol Test at home
Never bought / have no
Keep it relevant
interest
“Imagine you are...” Use your own money
Be yourself with your own
“I want you to be...”
family and interests

23. Eyetracking 3.0
Thank you.