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Communicating with the Eyes: A Review of How Eye Tracking Is Used in Communication Research
Nadine Bola, Sophie Boermana, Jennifer Romano Bergstromb* & Sanne Kruikemeiera
aUniversity of Amsterdam, bFacebook*[email protected]
HCII 2016 | Toronto, Canada | July 20, 2016
BackgroundOBSERVATIONAL
First click accuracyTask accuracy
Time on page/taskSelection/click behavior
Conversion rate
PHYSIOLOGICALEye movements
Electrodermal activity (EDA)Pupil dilation
SELF-REPORTSatisfaction ratings
Difficulty ratingsThink-aloud protocolDebriefing interview
Background
◉ Beyond self-report measures – typical in communication research◉ Assess visual attention to information◉ Lack of use in communication research
- Mediated communication involves text or graphics- Little knowledge about attention to these elements- Self-report measures are used for attention measurement
◉ Communication researchers could use eye-movement data more often: how information is processed & how relates to various communication outcome measures.
Aims
◉ Review how eye tracking is currently used in communication research
◉ Provide direction for future eye-tracking communication research
Methods
◉ Top-25 ranked communication journals (based on 5-year IF)◉ Systematic search, using search term “eye track*”◉ Between 2005 and 2015◉ For each article, the following characteristics were examined:
Ø (type of) eye-tracking measuresØ intended communication measure Ø study sampleØ material formatØ eye tracker specificationsØ fieldØ country
Results
90 articles
Screening
20 articles
70 excluded – authors did not report eye-tracking data (e.g., they mentioned eye tracking as recommended future methodological research approach; reported on previous eye-tracking studies)
Results
0 2 4 6 8 10
Advertising
Health
Language
CMC
Different fields
Sample size above 100 (n = 9)
Eye tracking measures
Bol, N., Romano Bergstrom, J. C., Smets, E. M. A., Loos, E. F., Strohl, J., Van Weert, J. C. M. (2014). Does web design matter? Examining older adults’ attention to cognitive and affective illustrations on cancer-related website through eye tracking. Universal Access in Human-Computer Interaction.
Results
0 2 4 6 8 10
Fixation time Fixation count
Fixations-per-second Scan paths Visual shifts
(Re)visit counts Gaze durationDwell time
Eye tracking measures
Visual attention is the DV (n = 15)
Results
0 5 10 15 20
Ads (online, video or print)video clips Language
Survey questionsNutrition labels
Web pagesProducts
Materials
Results
0 2 4 6 8
Tobii
ASL Model 504
SMI
Eye trackerVarying Hz and ms• Some studies use eye trackers with a gaze sample rate of only 25 Hz, whereas others collect their data at 120 Hz.
• Fixations were mostly registered after 100ms, and range from 40ms to 200ms.
• Most did not provide specifications on Hz and ms.
Conclusions
◉ Eye tracking mostly used in advertising – video, online & print◉ Quantitatively assess (visual) attention – e.g., fixation time and count
◉ Many opportunities to use eye tracking in communication science –usability and qualitative measures neglected.
◉ Future research should:Ø Use eye-tracking measures to indicate different communication measures, e.g.,
interestØ Apply eye tracking to other fields of communication research, e.g., political
communicationØ Extend eye-tracking practices to mobile devices
Communicating with the Eyes: A Review of How Eye Tracking Is Used in Communication Research
Nadine Bola, Sophie Boermana, Jennifer Romano Bergstromb* & Sanne Kruikemeiera
aUniversity of Amsterdam, bFacebook*[email protected]
HCII 2016 | Toronto, Canada | July 20, 2016
