Eye-Tracking Demo (303656)

Usability studies of web surveys investigate user performance on the survey for accuracy, efficiency, and satisfaction. Eye tracking is one method researchers use to assess the usability of the survey. When done correctly, it can assist the researcher as s/he attempts to understand how the survey works for respondents. It can also provide quantitative data for empirical testing of design differences. With eye-tracking, one may be able to determine how the user engaged with the survey including learning whether the user looked at the question stem, instructions, response options as well as navigation features.

This hands-on demonstration will allow conference attendees to experience three different eye-tracking stations including eye tracking on laptops, and two different methods to eye track on mobile devices: using an eye tracking stand where the mobile device has to remain fixed in one spot, and using eye-tracking glasses where the respondent wears the glasses and the mobile device can be held in a more natural position.

Challenges of each method will be highlighted during the demo along with instruction and feedback on how to gather the eye-tracking data including calibration, the importance of a high sampling rate, and analysis of the data. Finally, in this demo session, participants can also watch a 10-minute video that covers the topics of the basics of eye-tracking methodology including human visual system and information processing, principles of eye movement recording, and data analysis and interpretation.