An interesting item on eyetracking by the Poynter Institute. This is specifically about how eyes move when they look at web pages on computer screens, but it covers related territory. Includes technical and operational data. It would be fascinating to see how differently a person scans an image, say of real supermarket shelves, versus the same images displayed on a computer screen. Its a crucial test as virtual reality approaches become more realistic. The scale is much different, but is there a fundamental difference between how we look at displays and physical objects? Also a critique of the Poynter work. The system uses a Tobii tracker, shown to the left, which integrates a camera into a display, and eliminates headgear to perform the tracking. Another well-known vendor in this domain is Perception Research Services. More information about accuracy and the testing process is in the article above. This is another nod to understanding the actual behavior of consumers, as opposed to just what they say when asked questions.
Comments