A Practical Guide to Eye Tracking Using Qualitative and Quantitative Means

This research sought to define how typical eye tracking studies are executed and improve the process with qualitative and quantitative methods. Eye tracking is a tool to collect and analyze the behavioral biometrics of consumers. Eye tracking can facilitate a wide range of research, and is commonly used in conjunction with other forms of data collection. The availability of eye tracking has increased in the last decade, leading to more companies using this technology as an avenue for market research. Despite the popularity of eye tracking technology, there is little emphasis in literature concerning the development of benchmarks of aggregate data for common retail grocery categories. Utilizing real consumers in an immersive consumer retail experience laboratory, eye tracking studies were conducted on 28 product categories within the consumer product goods (CPG) sector to create a benchmark. Data models were created to show “norms” for each category to be used by researchers in the future to prevent them from spending the time and resources on creating a comprehensive control dataset. In conjunction with this largely quantitative study, two research projects were completed in order to help answer questions that eye tracking cannot answer alone. A study using a mixed methods approach to eye tracking by implementing surveys and interviews sought to better understand why participants looked at a particular item within the competitive array and did not ultimately purchase it, found that both methods should be used to follow-up eye tracking based on the specific questions being asked. In the vein of understanding why consumer do what they do, comes the idea of purchasing the products on the shelf. In the consumer goods market today, it is important for companies to make their brand or product stand out within the vast competitive array. Even though it is highly unlikely that a product would be purchased without having been noticed, it is important to investigate if products that garner high attention are in fact purchased in the marketplace, and if a correlation exists between the two metrics. Utilizing real consumers in an immersive consumer retail experience laboratory, a specific eye tracking study was conducted to test the correlation between attention and sales data

Buried Pre-Illinoian-Age Lacustrine Deposits with “Green Rust” Colors in Clermont County, Ohio

Author Institution: Bennett & Williams Environmental Consultants Inc., Columbus, OHAuthor Institution: The Ohio State University, School of Environment and Natural Resources, Columbus, OHBuried, Pre-Illinoian-age lacustrine deposits found in at least two separate bedrock valleys in Clermont County, OH, exhibit brilliant colors of “green rust” that alter rapidly when exposed to oxygen. In these settings, the materials are leached of calcium carbonate but the iron has not undergone the redoximorphic depletion typically observed in gleyed hydric soils. Water movement has been exclusively through fractures and along varved bedding planes for approximately 700,000 years, indicating that in these settings, matrix flow is not occurring. The overlying Pre-Illinoian-age Backbone Creek glacial till also exhibits gleyed coloration but these materials are not leached of calcium carbonate. These materials also oxidize when exposed to air, indicating that again, the iron is not removed from the till. A possible correlation to similar permeability properties in northwest Ohio Late-Wisconsinan-age lacustrine materials and fine-grained tills is drawn. The “green rust” provides evidence for minimal to no matrix flow in fine-grained materials and supports the Ohio Fracture Flow Working Group recommendation that water movement along fractures, varved bedding planes, through sand stringers, and along paleosol unconformities be assumed unless matrix contributions have been documented and can be confirmed in these settings

Tracking the Continuing Trends of the Self-Represented Litigant Phenomenon

From 2011-2013, Dr. Julie Macfarlane conducted a study about experiences of self-representation in Canada. Her results were based on interviews and/or focus group interviews with 259 self-represented litigants (SRLs). Since the release of the “The National Self-Represented Litigants Project: Identifying and Meeting the Needs of Self-Represented Litigants”, the National Self-Represented Litigants Project (NSRLP) has continued to collect data from a variety of SRLs across Canada by asking those who contact us to complete an Intake Form in Survey Monkey, linked to the website. This paper sets out to relate the new intake data to the original demographic data in the 2013 Research Repor

Consumer Appeal of Injection IML Packaging vs. Similarly Decorated Glass Jars, Composite Cans, and Metal Cans Using Eye Tracking Technology

Customers shopped for a set of control packages (i.e. decorated composite cans, metal cans, and glass jars) vs. similarly decorated experimental packaging {i.e. injection in-mold labeled (IML) plastic containers} in CUShopTM. Sonoco Institute of Packaging Design and Graphics, Clemson University. The objective was to determine if IML decoration affected a shopper’s point of sale interest vs. non-IML methods of package decoration. Eighty-one volunteer participants wore eye tracking glasses and shopped for 5 products (3 of interest) over three days. Day one, control packaging data was collected; day two, IML packaging data was collected; day three, control and IML packaging positioned side-by-side data was collected. Quantitative analysis was completed for eye movements from each participant and in aggregate. Qualitative observations were recorded via a post experiment survey each day. Results showed that participants trended towards finding IML packaging faster than any of the controls; however, there were no statistically significant differences (P \u3c 0.05) between the IML decorated samples vs. the control decorated samples for the Time to First Fixation (TTFF) and Total Fixation Duration (TFD) metrics. Because a fundamental difference between control packages and IML containers was the decorating process, the many benefits of IML were not represented in this study. It was hypothesized that the IML containers would rank equal to or better than the control packages. From the perspective of the researchers, data is compelling because IML packaging is new to the tested categories; and it was compared against traditional packages and products. The use of eye tracking applied to injection IML packaging is also novel in this field

Further Explorations into Ohio's Fractured Environment: Introduction to The Ohio Journal of Science's Second Special Issue on Fractures in Ohio's Glacial Tills

Author Institution: Bennett and Williams Environmental Consultants Inc., Columbus, OHAuthor Institution: Dept of Food, Agricultural, and Biological Engineering, The Ohio State University, Columbus, OHAuthor Institution: Ohio Dept of Natural Resources, Division of Water, Columbus, OHThis paper summarizes the history of the Ohio Fracture Flow Working Group (OFFWG), describes their activities since the publication of the first special issue of The Ohio Journal of Science in 2000, and references selected recent publications by Ohio researchers, other researchers in the United States, and research efforts internationally. It also serves as an introduction to and overview of this second special issue of The Ohio Journal of Science. DEDICATION. This special issue is dedicated to Jane L. Forsyth and Truman W. Bennett for their foundational contributions to glacial geology and hydrogeology, respectively, and their roles in understanding fractures in unconsolidated (glacial) materials

The Relationship Between Project-Based Learning and Rigor in STEM-Focused High Schools

Project-based learning (PjBL) is an approach often favored in STEM classrooms, yet some studies have shown that teachers struggle to implement it with academic rigor. This paper explores the relationship between PjBL and rigor in the classrooms of ten STEM-oriented high schools. Utilizing three different data sources reflecting three different perceptions—student surveys, teacher logs, and classroom observations—the study examines the extent to which PjBL and rigor co-occur. Across all three measures, the results show that use of PjBL is associated with higher levels of rigor. However, the study also shows that academic rigor can be present in the absence of PjBL, and that PjBL can be implemented with low levels of rigor. The paper concludes with implications for practice