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Beyond Heat Maps: Exploring Alternative Eye Tracking Metrics and Analyses for UX Applications

About the Talk

October 17, 2014 5:30 PM

Washington, DC

Washington, DC

Despite the growing popularity of eye tracking as an implicit measure of user attention, cognition and engagement, descriptive statistics and qualitative heat maps remain the dominant methods of analysis. In this talk I will discuss novel quantitative methods to make stronger inferences based on eye tracking data. Drawing from research on natural viewing patterns, probability and Bayesian data analysis methods, I will demonstrate how chance variation, object locations, and non-comparable areas of interest, can generate spurious conclusions from eye tracking data and how to correct for them.

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