Eye-tracking research

Abstract

Eye movements provide information on subconscious reactions in response to stimuli and are a reflection of attention and focus. With regard to visual activity, four types of eye movements—fixations, saccades, smooth pursuits and blinks—can be distinguished. Fixations—the number and distribution, total fixation time or average fixation duration are among the most common measures. The capabilities of this research method also allow the determination of scanpaths that track gaze on the image as well as heat- and focus maps, which visually represent points of gaze focus. A key concept in eye-tracking that allows for more in-depth analysis is areas of interest (AOI)—measures can then be taken for selected parts of the visual stimulus. On the other hand, the area of gaze outside the scope of analysis is called white space. The software allows for comparisons of static and non-static stimuli and provides a choice of template, dataset, metrics or data format. In conducting eye-tracking research, proper calibration is crucial, which means that the participant’s gaze should be adjusted to the internal model of the eye-tracking software. In addition, attention should be paid to such aspects as time and spatial control. The exposure time for each participant should be identical. The testing space should be well-lit and at a comfortable temperature.

Identifying and categorizing influencers on Instagram with eye tracker

“…To determine the attention paid to the various ways of marking the advertisement, it was necessary to determine how much attention the respondents paid to the area where the contributions were marked. The area where the sponsored contribution was marked was identified as a point of interest by the eye-tracking software (Marini et al , 2022; Białowąs and Szyszka, 2021 Białowąs and Szyszka,2019; Wedel and Pieters, 2017).…”

“…the contribution designation, was tracked. Because the eye-tracker is not always accurate in measuring, the area immediately surrounding the marking area was included (Białowąs and Szyszka, 2021; Białowąs and Szyszka, 2019).…”