AttentionTracking
Encyclopedia
AttentionTracking is an attention measurement procedure. In contrast to classical machine-based eye tracking
, during AttentionTracking the attention is measured with a computer mouse
or a comparable pointing device
. The attention data occurs in the form of mouse clicks.
. During this project the correspondence of eye tracking and clicking data was found by accident. In general the procedure is based on the fact that attention
does not only control the view but also other motoric systems. After a short introduction and training, respondents can follow their attention with the mouse.
In comparative studies with classical machine-based procedures significant correlations (r>0.92) were found between the data gained with the machine-based procedure and the data gained with AttentionTracking.
is recorded. The click data are interpreted as points of attention (Fixation (visual)
) and can be analyzed and visualized analogously to the classical eye tracking.
Since 2003 the procedure is commercially used in market research
especially advertising research
and marketing research
to analyze the effect of advertising material. Through the online realization of the procedure the attention measurement can be included in target group-specific, supra-regional surveys.
Eye tracking
Eye tracking is the process of measuring either the point of gaze or the motion of an eye relative to the head. An eye tracker is a device for measuring eye positions and eye movement. Eye trackers are used in research on the visual system, in psychology, in cognitive linguistics and in product...
, during AttentionTracking the attention is measured with a computer mouse
Mouse (computing)
In computing, a mouse is a pointing device that functions by detecting two-dimensional motion relative to its supporting surface. Physically, a mouse consists of an object held under one of the user's hands, with one or more buttons...
or a comparable pointing device
Pointing device
A pointing device is an input interface that allows a user to input spatial data to a computer...
. The attention data occurs in the form of mouse clicks.
Development
The basic idea for AttentionTracking emerged during a research project at the California Institute of TechnologyCalifornia Institute of Technology
The California Institute of Technology is a private research university located in Pasadena, California, United States. Caltech has six academic divisions with strong emphases on science and engineering...
. During this project the correspondence of eye tracking and clicking data was found by accident. In general the procedure is based on the fact that attention
Attention
Attention is the cognitive process of paying attention to one aspect of the environment while ignoring others. Attention is one of the most intensely studied topics within psychology and cognitive neuroscience....
does not only control the view but also other motoric systems. After a short introduction and training, respondents can follow their attention with the mouse.
In comparative studies with classical machine-based procedures significant correlations (r>0.92) were found between the data gained with the machine-based procedure and the data gained with AttentionTracking.
Measurement Process
The measurement starts with a small training during which the respondent is gradually introduced and accustomed to the desired click behavior. The training ensures that only respondents with sufficient mouse competence and speed take part in the test – simply put, hand and eye movement are synchronized. Directly after the training the actual measurement starts. The trained click behavior is then continued on the presented visual stimuli. In the same time point-and-clickPoint-and-click
Point-and-click is the action of a computer user moving a cursor to a certain location on a screen and then pressing a mouse button, usually the left button , or other pointing device...
is recorded. The click data are interpreted as points of attention (Fixation (visual)
Fixation (visual)
Fixation or visual fixation is the maintaining of the visual gaze on a single location. Humans typically alternate saccades and visual fixations, the notable exception being in smooth pursuit, controlled by a different neural substrate that appear to have developed for hunting prey...
) and can be analyzed and visualized analogously to the classical eye tracking.
Fields of Application
The AttentionTracking procedure can generally be used for all areas of application in which classical eye movement tracking can be used. The procedure is used in basic research as well as in applied research.Since 2003 the procedure is commercially used in market research
Market research
Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy...
especially advertising research
Advertising research
Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. According to MarketConscious.com, “It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the...
and marketing research
Marketing research
Marketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
to analyze the effect of advertising material. Through the online realization of the procedure the attention measurement can be included in target group-specific, supra-regional surveys.